Matin Khan's Consumer Behaviour and Advertising Management PDF

By Matin Khan

ISBN-10: 812241947X

ISBN-13: 9788122419474

Compatible for college students pursuing classes in administration in universities and scholars in India, this paintings explains the basics of the topics and is illustrated with functional examples in Indian setting.

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Extra resources for Consumer Behaviour and Advertising Management

Example text

They are interested in style, fashion and modernity. Since black families are larger than white ones, they are targetted for convenience, foods, home appliances etc. S. It is the fastest growing minority. They are scattered all over America and 56% of them live in the west. They are highly urbanised and about 93% live in the urban area. They give a lot of importance to education and getting westernised fast but some of them hold their old values and adhere to them. They feel that the women’s place is at home.

Postponed gratification/immediate gratification: Should one save for the rainy day or live for the day? Sacrifice the present for the future, or live only for the day? Some countries like The Netherlands and Germany consider buying against credit cards as living beyond one’s means, whereas credit cards are very popular in America and other countries having a different cultural orientation, some prefer cash to debt. Some societies save for a morrow, others enjoy the present and spend lavishly. Sexual gratification/abstinence: Some traditional societies curb their desires, food, drinking or sex, beyond a certain requirement.

Is discouraged. People are urged to adopt family planning methods. Situation variables such as product display, price reduction, free gifts and attractive offers also influence consumer behaviour. In Fig. 1, the broken lines indicate that these factors influence and in turn are influenced by each other. The various factors percolate from the external to the individual determinant, to finally influence the decision process. External factors cannot affect the decision process directly but, these are also instrumental and exert an influence on consumer behaviour.

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Consumer Behaviour and Advertising Management by Matin Khan


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