Chapters Summary



Chapters Summary

Summary: Chapter 1

The title of chapter one is 'Buying Experiences'. The chapter briefly explains that the situational context in which the consumer buying behavior is determined plays a highly significant role. The situational context includes the physical location where the product is available, the personal factors, the time and money constraint, and the physiological factors related to the buying decision. The problem recognition is the first stage in the consumer buying process. Here, the problem or need is recognized which needs to be satisfied. This is where the successful marketing campaign achieves its breakthrough by making the consumer recognize the need. The chapter reveals that the buying behavior pattern for individuals vary according to a consumer's personal lifestyle , Socio economic class, a consumers perception of a product, the level of involvement of the product and demographics or physiological factors if a person . For e.g. a female having a dark skin tone would require a fairness cream, where as a women with light skin tone would pay heavy amount of cash for getting a tan. This falls under the perception of the consumer. Generally when exposed to an advertisement which gives a message that a women with white skin is more beautiful than a women with whitish or darker skin. The perception and social acceptability factors of a woman are targeted upon. Where personal factors are concerned the level of involvement and the time frame of purchasing would be longer. Consumer behavior highlights the sum of consumer's decision with regards to the acquisition, consumption and disposition of goods, services, experiences, people and ideas by decision making units. Consumer behavior does not only mean to study and observe how a person buys tangible products such as automobiles and perfumes (Dunn & Norton, 2013).

Summary: Chapter 2

The title of chapter is 'Make It A Treat'. The chapter explains that cognitive perspective presumes that behavior is the outcome of information processing. Focusing cognitive sight of human beings is the notion that they keenly strive to formulate sense of their surroundings through inflicting order and importance on the things they come across. Cognitive views of human behavior are established around the methods through which individuals plan, organize, and execute information related to particular methods of acting. For instance, in an endeavor to describe a distinctive behavior, such as, phobias, a cognitive psychologist would begin from the presumption that the unusual emotion (apprehension) and behavior (evasion) replicate faulty or atypical information processing about hazards. A marketer should not have to adopt such practices which are against the competitors' brands or products. It is unethical to demote the competitors' product for the promotion of one's own product. The chapter also shows that a marketer should not adopt puffery in his advertisements. Advertisers should not associate such kind of tag lines to their product which their product does not worth. In order to start a business, companies should make some ethical policies for marketing practices. They should make their pricing, research, and advertising and ...