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A Primer on Consumer Behavior by David W. Stewart

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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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