Cases in Consumer Behaviour

Cases in Consumer Behaviour

Cases in Consumer Behaviour

Cases in Consumer Behaviour

Synopsis

Cases in Consumer Behaviour Cases in Consumer Behaviour contains aselection of case studies which examine different aspects of thebehaviour of European consumers. These case studies consider,amongst other issues, personal consumer decisions and interactivehousehold decision making; cultural and social effects on consumerbehaviour; new product development and diffusion in differentcountries; marketing communications; and consumer satisfaction andwelfare. This casebook is closely related to, and is recommendedfor use with, Consumer Behaviour: A European Perspective by Gerrit Antonides and W. Fred van Raaij. Features of the casebookinclude:
∗ The authors of these cases are drawn from nine different Europeancountries: United Kingdom, Ireland, Sweden, Germany, Austria, The Netherlands, France, Greece and Hungary
∗ The cases reflect the consumer perspective on marketingproblems
∗ Each case presents a practical problem in the consumer area andposes questions for the reader.
An Instructor′s Manual is available from the publisher forlecturers using the casebook.

Excerpt

Only recently, textbooks on European consumer behaviour have been published in addition to numerous textbooks from the US in this field. The next step seems to be the selection of cases in consumer behaviour which can be used as illustrations to the textbooks. This casebook is closely related and recommended for use with Consumer Behaviour: A European Perspective (Antonides and Van Raaij, 1998). All the cases are truly European and consider marketing problems from a consumer point of view.

We believe that the study of consumer behaviour is becoming more and more a necessity in the marketing of consumer products. An often voiced complaint of marketeers is that consumers are becoming unpredictable. In our opinion, this means that consumers no longer react automatically to socalled 'push' strategies of marketing. Production no longer automatically creates its own demand, as was the case in earlier days. Rather, the symbolic value of consumption, cultural trends, consumer motivations, and the presentation of information about products and services have become factors in consumer demand. A 'pull' strategy of marketing comprises product offerings being intrinsically attractive to consumers, such that they will react to these products with interest and eventually purchase them. This calls for a more detailed study of consumer behaviour, much of which is reflected in the cases brought together in this volume.

Most of the cases have been written especially for this book, to reflect the consumer point of view on marketing problems. They deal with personal consumer decisions and interactive household decision making, cultural . . .

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