References: Consumer behaviour- Schiffman‚ Kanuk‚ Kumar Consumer Behaviour Module 6- Sangeeta Sahney‚ Vinod Gupta School of management Personality Characteristics of Market Mavens- Vito Brancaleone‚ La Trobe University‚ Australia and John Gountas‚ La Trobe University‚ Australia http://jvortega
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behavior (11th ed.). Upper Saddle Riv er‚ NJ: Pearson Education‚ pp 181-167. Sagie‚ A.‚ & Elizur‚ D. (2002)‚ " Work Values: A Theoretical Overview and a Mode l of Their Effects"‚ Journal of Organisational Behaviour‚ Vol Schiffman‚ L.‚ Bednall‚ D.‚ O Cass‚ A.‚ Paladino‚ A.‚ & Kanuk‚ L. (2005)‚ Consum er Behaviour‚ (3rd edn)‚ Pearson Education Australia‚ French Frost‚ pp 78-90. McShane-Von Glinow (2003). Organizational Behavior‚ Second Edition‚ McGraw-Hill Company‚ pp 189-67. Toffler‚ B. (1991). Doing
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According to Schiffman and Kanuk (2007)‚ market segmentation is the process of dividing a potential marketing into distinct subsets of consumers with a common need or characteristic and selecting one or more segments as a target market to be reached with a distinct marketing mix. When a mass customization approach cannot satisfy buyers’ individual needs‚ market segmentation is essential for determining which sizes will best fit groups of customers who share similar needs‚ thereby increasing customer
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1-74103-162-1. McHugh‚ J.M.‚ McHugh‚ S.M. and Nickels‚ W.G. (2005)‚ Understanding Business‚ 8th edition‚ Irwin Professional. Morgan‚ R.M. and Hunt‚ S.D. (1994)‚ The Commitment-Trust Theory of Relationship Marketing‚ Journal of Marketing‚ vol. 58. Schiffman‚ G. Kanuk‚ L. (2007) Consumer Behavior‚ 9th edition‚ Pearson International Edition‚ ISBN: 0-13-237093-X.
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Bibliography: - Schiffman‚ Kanuk‚ Hansen. (2008). Consumer Behaviour. A European Outlook. Pearson Education Limited‚ Retrieved 5th November 2012) - Krol‚ Carol (1998‚ 4. May). Bang & Olufsen uses data to tune in to ‘real’ customer - Hollensen‚ Svend (2010). Marketing
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and Agribusiness Management Review‚ 2 (1)‚ 29 – 45. Olaru‚ D.‚ Purchase‚ S.‚ & Peterson‚ N. (2008). From customer value to repurchase intentions and recommendations. Journal of Business & Industrial Marketing‚ 23 (8)‚ 554 – 565. Schiffman‚ L.G.‚ & Kanuk‚ L.L. (2000). Consumer Behavior. Wisconsin‚ WI: Prentice Hall. Smith‚ M.‚ & Carsky‚ M. (1996). Grocery shopping behavior: A comparison of involved and uninvolved consumers. Journal of Retailing and Consumer Services‚ 3 (2)‚ 73 – 80
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References: 1. http://EzineArticles.com/?expert=Asifo_Shah 2. Schiffman ‚ L‚ G & Kanuk‚ L‚ l‚ (2004)‚ ‘Consumer Behaviour’ New Jersey: Prentice- Hall Inc 3. Solomon‚ Michael R. Consumer Behaviour. New York: Prentice Hall 6th Edition‚ September 2003
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SUBWAY BRAND ANALYSIS Analyzed by Tanay Manoj Rathod Ashvikha Lakshmi Shriraam Nan Dar Lakshmi Prathyusha Arimilli Content Page 1. Introduction 2. Company Background 3. Brand Vision 4. Brand Objectives 5. Brand Personality 6. Impact of emotional appeal on consumer behaviors and the subway brand 7. Involvement theory on consumer behavior 8. Maslow Hierarchy of Needs 9. Conclusion 10
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NPTEL Vinod Gupta School of Management Consumer Behavior Module - 3 CONSUMER BEHAVIOR Sangeeta Sahney Assistant Professor‚ Vinod Gupta School of Management Indian Institute of Technology Kharagpur‚ India Email. sahney@vgsom.iitkgp.emit.in Jiont Initiative of IITs and IISc- Funded by MHRD -1- NPTEL Vinod Gupta School of Management Consumer Behavior MODULE 3 MARKET SEGMENTATION AND POSITIONING MODULE 3: MARKET SEGMENTATION AND POSITIONING ( 2 hours) 3.1 3.2 3.3 3.4 3.5 3.6 3.7 Aggregate Marketing
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Introduction Now more than ever in such a highly competitive business world were each product and service offered is competing with similar and alternative products‚ it is crucial from the businesses point of view that their product or service is of the highest standard possible. Correctly marketed a product could be infinitely successful‚ whilst on the other hand a poorly marketed product could be the death of it. From a marketers perspective it is them making the product what it is‚ from deciding
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