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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
144  Chapter 5
Motivation
Individuals are aected by their motives and stimulants while they develop an attitude. For
example, Honda Amaze used the trigger of “changing the world” (Badlea apki duniya) and
save fuel while encouraging long drives over weekends (“Fuel worries are out, weekend plans
arein”). These elements motivated the consumers to choose their brand and develop a positive
attitude about it. Additionally, consumers shared and discussed their trial experience of this car
on Twitter. One of the main reasons this stimulant worked for the Indian consumers was because
they share every remarkable moment of their lives on digital media (Kantar TNS, 2017).
Powerful
Attitude is a powerful and strong factor as it influences the behavior of ...
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Publisher Resources

ISBN: 9789353941468