Discuss and evaluate the importance of perception and memory and learning at each stage of the consumption process for marketing managers' understanding of consumer behaviour.
Date Submitted: 09/11/2002 03:43:42
Category: / Business & Economy / Marketing and Advertising
Length: 9 pages (2467 words)
Category: / Business & Economy / Marketing and Advertising
Length: 9 pages (2467 words)
In this essay I am going to look at two separate but related individual determinants that influence a consumer's buying habits. As I will show, it is imperative that the marketing manager understands these and other determinants so that he or she can target their product and create a positive image that will increase the success of their product.
In advertising, marketers must highlight the best points of their products and attempt to show why …
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…MacInnis, D (2000), Consumer Behaviour, Houghton Mifflin, New York
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Solomon, Michael R, Bamossy Gary and Soren, Askegaard (1999), Consumer Behaviour: A European Perspective, Prentice Hall, London
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