Consumer Behavior For Dummies by Laura Lake (PDF)

Description

Learn to:Understand how consumers make purchase decisionsDevelop more effective marketing campaignsSpeak directly to your customers’ needsGain customer loyalty in a competitive marketplaceGet into the minds of consumers and increase your revenue!Want to better understand why consumers think and act the way they do? This practical guide gives you the tools to identify the influences that affect their purchasing behavior. It also shows you how to apply that knowledge as you develop a marketing strategy that speaks directly to their needs. You’ll see how to capture their attention, motivate them to purchase your products and services, earn their loyalty, and much more. Why do they buy? — understand the decision-making process consumers go through when considering a purchaseApply behavior to marketing — learn the 4Ps of marketing and how consumer behavior plays a role in eachGain a deeper understanding of the individual consumer — gauge a consumer’s motivation, emotions, perception, and attitude and use them to predict and change buying intentionsExplore external influences on customers — from cultures to family life cycles to household structures and social groups, see how purchasing patterns are affectedCraft your marketing strategy — use consumer knowledge to delve into market research, identify key segments, and launch into untapped marketsImplement your plan — create powerful positioning strategies and reach customers where they’re at with a message that motivates themOpen the book and find:Actionable, real-world insight and adviceTips to help you lead consumers from attention to actionResearch techniques and marketing tipsHow self-concepts and lifestyle change consumer behaviorMethods for cultivating repeat business and loyaltyWays to protect against consumer misbehaviorAdvice on encouraging new product adoptionTen ways to enhance customer satisfaction

User’s Reviews

Editorial Reviews: About the Author Laura A. Lake has been involved in the marketing industry since 1997. She has worked with many companies, assisting them in understanding consumer behavior and the management and implementation of the findings within. In 2008, Lake founded her own successful marketing agency and sales training company.

Reviews from Amazon users which were colected at the time this book was published on the website:

⭐As of my experience while reading the book was wonderful. The book is writtenin simple language which is understood by every one. Laura Lake’s book is a pool ofvaluable information regarding marketing and understanding consumer behavior. Ifsomebody really wants to understand their customer this is the book to read for everyone

⭐Easy to understand this book with clear examples. The content cover a lot of issues related to consumer behavior in depth. It suitable for international students who English not their mother tounge.

⭐Very good book, it gets into the mindset of the everyday consumer. If you want to understand how to motivate people to buy your products or services this book is for you !

⭐I haven’t been on top of my studies for class I’ll admit, although this book was “supplemental” to our lectures. Regardless I’m sure this book is all it’s cracked up to be, if it’s anything like similar “for Dummies” books.

⭐Once again, the Dummies line of books has hit another home run, as this is an excellent and detailed guide that covers how consumers make purchase decisions, the psychology of the individual consumer including motivation, emotions, supplying information and influencing perception, roles of identity, self concepts, lifestyle, cultural influences, household structures, conducting market research, identifying target markets through segmentation, finding new market opportunities, positioning, leading customers from attention to action, cultivating customer loyalty, ways to enhance customer satisfaction, and B2B marketing.With over 245 ideas that I wrote down for this review, I will provide a few here.Consumer Behavior, defined: “..tells you why consumers act the way they do, why they buy what they buy, and why they buy from who they buy from. It is the study of the external and internal influences that affect consumers in purchasing decisions. Consumer behavior also shows the marketing influence that businesses have on consumers.”pp. 202-3 provide 16 reasons why to perform market research…”(it) plays the following 3 functional roles for every business.1) Provides a picture of what’s occurrng.2) Enables you to figure out the reasons behind what’s occurring.3) Helps you identify what’s likel;y to occur in the future.”On positioning: “…is the act of creating a unique identity for whatever it is that you’re selling and then targeting a segment of the broader market by fitting your product or service that segment’s want and needs…(and) requires a two-part process: devising a positioning strategy and creating a positioning statement…(and) allows you to create a market-focused statement of value, otherwise known as your positioning statement, a simple, clear statement of why your target market should buy your product.”

⭐I have been an online entrepreneur for over eleven years. I found Ms. Lake’s book to be a boon of valuable information regarding marketing and understanding consumer behaviour.I would suggest this book to anyone wishing to better understand their consumers.

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