Why They Buy
American Consumers Inside and Out
Published on 9. October 1986
Book
Hardback
368 pages
978-0-471-84457-0 (ISBN)
Description
In an era of unprecedented affluence and consumer buying power, understanding the reasons that make people buy is crucial to designing, packaging, marketing and advertising a product or service. This book brings marketers face to face with the American consumer - young and old, yuppie and hardhat, single and married - and the hidden needs, motivators and physical and psychological influences behind their buying habits. This book reveals how consumers learn about their options in the marketplace and develop attitudes toward products and brands, stores and services, and explores how social roles, demographics and life stages affect consumer behavior.
More details
Language
English
Place of publication
New York
United States
Publishing group
John Wiley and Sons Ltd
Target group
College/higher education
Professional and scholarly
Illustrations
illustrations, index
Dimensions
Height: 250 mm
Width: 170 mm
Weight
709 gr
ISBN-13
978-0-471-84457-0 (9780471844570)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Needs: The Constant Quest for Satisfaction; Motives: Silent, Invisible Engines of Desire; Personality: Concepts of I, Me and Mine; Perception: What You See is What You Taste; Learning: Painless Injections of Information; Attitudes: The Pictures in the Mind's Eye; Social Roles: Playing Out Life's Drama; Affiliations: The Dynamics of Belonging; Family: A Consumer Collective Buying Unit; Social Class: A Place on the Public Ladder; Culture: The Dictatorship of Normality; Life Stages: Steps on the Stairway of Life; Psychographics: It's All a Matter of Style; Demographics: It's Just the Way We Are; Choice: Picking at the Material Landscape Conclusion; Index.