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Consumers Buying Secrets REVEALED!
A Marketer’s Guide For Business
By Paul Tunde Raji (Bsc. Accounting)
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"Consumers Buying Secrets REVEALED!"
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Please Read This FIRST!
Copyright Notice
“Consumers Buying Secrets Revealed!” is Copyright © 2007 Webneur. All
rights are reserved. No part of this book may be reproduced, stored in a
retrieval system or transmitted by any means without the prior written
permission of the publisher, except in the case of brief quotations in critical
articles or reviews.
Terms of Use for the Electronic Edition.
This Electronic book is Copyright © 2007. All rights reserved. No part of this
book may be reproduced, stored in a retrieval system, or transmitted by any
means; electronic, mechanical, photocopying, recording, or otherwise,
without written permission from the copyright holder(s).
Unless you are a current Member of eBookwholesaler or the Author, you
must not distribute any part of this ebook at all. Members of eBookwholesaler
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Disclaimer
The author, publisher and distributors never give legal, accounting or medical
advice. The reader must always seek those services from competent
professionals that can review their own particular circumstances.
Not all suggestions will be suitable for everyone or work equally well for
every business. It is up to you to pick strategies for your business with
regard to your own circumstances, experience, resources and goals. The
author, publisher and distributors particularly disclaim any liability, loss, or risk taken by individuals who directly or indirectly act on the information
contained herein. All readers must accept full responsibility for their use of
this material.
Copyright © 2007 by Paul Tunde Raji
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http://www.webneur.com/
"Consumers Buying Secrets REVEALED!"
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About this Book and the Author
“Consumer Buying Secrets Revealed!” is about consumer behavior. It was
written for marketers and business students by Paul Tunde Raji. This text will
be a major source of information on consumer behavior for many years to
come because the writer did research online and offline for practical and
theoretical information for six years before writing this book.
This book is timely and outlines many ideas - ideal for your personal library
as a reference tool. It walks the readers around all the roadblocks in
marketing.
Paul Tunde Raji is a Nigerian and holds a
Bachelor of Science Degree in Accounting in
1998. He worked as an Audit Assistant for two
years. Then, he joined an insurance company
as Marketing Executive. This is where his
marketing career started.
He is a Freelance Writer with UVOCORP, an
Academic Writing Assistance Agency based in
the United Kingdom where he assists in
academics, from high school to master degree
level, solving academic problems.
He has “Expert Author” status from Ezinearticles.com
He has a full-time in his e-commerce business.
He is the owner and C.E.O. of http://www.webneur.com/
He is happily married to Racheal Olasunmbo Raji. They are blessed with a
beautiful daughter named “Wisdom” and a lovely son named “Fortune”.
Copyright © 2007 by Paul Tunde Raji
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http://www.webneur.com/
"Consumers Buying Secrets REVEALED!"
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Paul Tunde Raji often understands the problems of others quite easily. He
has a sympathetic nature and is dedicated to helping others. The sick and the
troubled often turn to him for assistance and advice.
He is a broadminded, trustworthy and an earnest person and will do what he
can to persuade people that have taken a wrong turn in life to rehabilitate
themselves.
He is an idealistic person and interested in making the world a better place in
which to live. He believes that we should all help each other.
He will do more than his share in order to achieve co-operation with others.
Copyright © 2007 by Paul Tunde Raji
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http://www.webneur.com/
"Consumers Buying Secrets REVEALED!"
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Contents
Please Read This FIRST! ....................................................................................2
Copyright Notice.........................................................................................................................2
Terms of Use for the Electronic Edition. ..................................................................................2
Disclaimer....................................................................................................................................2
About this Book and the Author........................................................................3
Contents ..............................................................................................................5
Introduction .........................................................................................................8
Consumer Behavior..........................................................................................10
Buying Decision Process .................................................................................13
Commercial Sources ............................................................................................................... 14
Public Sources......................................................................................................................... 14
Nicosia Flow Chart Model of Consumer Behavior .........................................17
Marketing Implications .....................................................................................18
Criticism ............................................................................................................................... 18
Engel, Kollat and Blackwell Complete Model of Buying Behavior ...............19
Post-Purchase Behavior ..................................................................................22
Cognitive Dissonance ......................................................................................23
Coping ...................................................................................................................................... 23
Marketing Response................................................................................................................ 23
Critique of Engel et al Model .............................................................................................. 24
Howard and Sheth Model of Consumer Behavior..........................................25
Endogenous Variables or Hypothetical Construct .............................................................. 27
Critique of this Model .......................................................................................................... 28
Andresen Model of Complex Customer Decision ..........................................29
Critique of the Model ........................................................................................................... 29
Learning Influence on the Consumer .................................................................................... 31
Copyright © 2007 by Paul Tunde Raji
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"Consumers Buying Secrets REVEALED!"
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Connectionist Theory .......................................................................................33
Marketing Implication.............................................................................................................. 33
Cognitive Theory...............................................................................................36
Tolman’s Latent Learning Theory.......................................................................................... 37
Attitude in Relation to Consumer Behavior....................................................38
Components of Attitude ...................................................................................40
Functions of Attitude............................................................................................................... 40
Marketing Implication of Attitude in Consumer Behavior .............................42
Factors that Resist Attitude Change ...............................................................44
Attitude and Persuasive Communication .......................................................46
Planning of Persuasive Communication ........................................................49
Factors that Influence Consumer Behavior....................................................50
Primary Group or Membership Group ............................................................52
Family ....................................................................................................................................... 52
Friends and Associates .......................................................................................................... 52
Anticipatory or Aspiratory Group .......................................................................................... 53
Dissociate Group ..................................................................................................................... 53
Role and Status.................................................................................................................... 53
General Implication of Group in Marketing.....................................................55
Economic Factors Effect on Consumer Behavior..........................................57
General Economic Situation ............................................................................58
Income ...............................................................................................................59
Disposable Personal Income.................................................................................................. 59
Discretionary Income .......................................................................................................... 59
Consumers’ Income Expectation ....................................................................61
Credit Facilities .................................................................................................62
Installment Credit .................................................................................................................... 62
Copyright © 2007 by Paul Tunde Raji
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"Consumers Buying Secrets REVEALED!"
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Non-Installment Credit ............................................................................................................ 62
Possession of Assets.......................................................................................63
Physical Assets ....................................................................................................................... 63
Financial Assets ...................................................................................................................... 63
Consumerism ....................................................................................................64
Seller’s Rights:..................................................................................................................... 64
Buyer’s Rights: .................................................................................................................... 65
Consumer and Consumer Organizations .......................................................67
Consumer Behavior Online..............................................................................69
What Consumers Are Looking For ........................................................................................ 69
Steps I Follow as a Routine to Improve Sales ................................................73
Recommended Marketing Sources.................................................................................... 75
Copyright © 2007 by Paul Tunde Raji
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http://www.webneur.com/
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