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A Primer on Consumer Behavior
book

A Primer on Consumer Behavior

by David W. Stewart
July 2018
Beginner content levelBeginner
140 pages
3h 14m
English
Business Expert Press
Content preview from A Primer on Consumer Behavior

CHAPTER 5

Mapping the Market: Decision Making Rules

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The translation of consumer’s behavior and decision-making into marketing strategies and actions can be aided through the development of product or service “maps” that provide a picture of what consumers desire and what competitive alternatives offer. This chapter describes market maps, how such maps are constructed, and how such maps inform marketing strategy.

Terrence has grocery shopping down to a science. With a list in hand and the store mapped out in his head, he walks up and down each aisle in the same pattern each visit. He starts in the produce section and works his way through the store, ...

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Publisher Resources

ISBN: 9781947441217