By Michael R Solomon; et al
'Consumer Behaviour' satisfies the necessity for a entire, obtainable and modern textbook which supplies major weighting to issues.
content material: part I shoppers on the market bankruptcy 1 shoppers ideas part II shoppers as contributors bankruptcy 2 conception bankruptcy three studying and reminiscence bankruptcy four Motivation and Values bankruptcy five The Self bankruptcy 6 character and existence bankruptcy 7 Attitudes bankruptcy eight perspective swap and Interactive Communications part III shoppers as selection Makers bankruptcy nine person choice Making bankruptcy 10 paying for and Disposing bankruptcy eleven workforce impact and Opinion management bankruptcy 12 Organizational and family determination Making part IV: shoppers and Subcultures bankruptcy thirteen source of revenue and Social classification bankruptcy 14 Ethnic, Racial, and spiritual Subcultures bankruptcy 15 Age Subcultures part V: shoppers and tradition bankruptcy 15 Cultural impacts on buyer habit bankruptcy 17 The construction and Diffusion of worldwide Cons
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Extra resources for Consumer behaviour : a European perspective
28 multicultural dimensions As we will discuss shortly, people can express their self and their cultural and religious belonging through consumption patterns. 29 Wearing a headscarf is criticized for being a religious statement, which should not be allowed in the explicitly secular French public schools, as a sign of oppression of women or as incompatible with the ‘modern’ image of the employing company. However, a headscarf is not just a headscarf. There are at least four culturally bound ways of displaying this controversial textile: the ‘Italian way’, known from stars of the 1950s and 1960s such as Sophia Loren, Claudia Cardinale or Gina Lollobrigida on the back seats of scooters and revived by nostalgia movements; the ‘women’s lib’ way with the knot in the back as displayed by many Scandinavian women in the 1970s; the ‘German Hausfrau’ version with a bow in the front; and the much-disputed Muslim version.
But first, let’s return to Nathalie: the sketch which started the chapter allows us to highlight some aspects of consumer behaviour that will be covered in the rest of the book. ● As a consumer, Nathalie can be described and compared to other individuals in a number of ways. For some purposes, marketers might find it useful to categorize Nathalie in terms of her age, gender, income or occupation. These are some examples of descriptive characteristics of a population, or demographics. In other cases, marketers would rather know something about Nathalie’s interests in fashion or music, or the way she spends her leisure time.
A basic objective of advertising is to create awareness that these needs exist, rather than to create them. However, marketers are important engineers of our environment. And beyond the level of banality, needs are always formed by the social environment. Thus, in a sense, needs are always ‘artificial’ because we are interested in needs only in their social form. Alternatively, needs are never artificial because they are always ‘real’ to the people who feel them. ‘Needs’ are something we are socialized to have.