Consumer behaviour and promotion management /
Stewart Gill.
- London, United Kingdom : Ed-Tech Press, c2022.
- 353 pages : illustrations ; 26 cm
Includes bibliographical references and index.
Consumer Behaviour -- Applications of Consumer Behavioural and Cognitive Principles in Marketing -- Consumer Decision-Making and Customer Satisfaction Survey -- The Constituents of Consumer Attitude, 5. Factors Affecting Promotions Choice in Marketing -- Promotion Strategy and Management -- Managing Advertising Decisions -- Market Segmentation -- Consumer Behaviour in Marketing and Production Mix -- Brand Management -- Nature and Scope of Sales Management.
"Promotions bring a service to the attention of potential and current customers. They are best carried out by implementing a promotion plan. The goals of the plan should depend very muchon the overall goals and strategies of the organization and the results of the marketing analysis, including the positioning statement. Consumer behaviour is the study they buy, when they buy and why they buy. It blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumer such as demographics, psychographics, and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. The promotion mix is a term used to describe the set of tools that a business can use to communicate effectively the benefits of its products or services to its customers. The purpose of promotion is to reach the targeted consumers and persuade them to buy. Promotion has been defined as the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea. Sales promotion is vital element of promotional mix. Thus, consumer behaviour become more important to understand our production and consumption system. Therefore a book on Consumer Behaviour and Promotion Management which explains this difficult subject is an essential need of to-day. The present book is and attempt in this direction."--Back cover