Publisher's Synopsis
In an era of unprecedented affluence and consumer buying power, understanding the reasons that make people buy is crucial to designing, packaging, marketing and advertising a product or service. This book brings marketers face to face with the American consumer - young and old, yuppie and hardhat, single and married - and the hidden needs, motivators and physical and psychological influences behind their buying habits. This book reveals how consumers learn about their options in the marketplace and develop attitudes toward products and brands, stores and services, and explores how social roles, demographics and life stages affect consumer behavior.
