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Author: United States. Task Force on Marketing and the Low-Income Consumer
Publisher:
ISBN:
Category : Consumer satisfaction
Languages : en
Pages : 76
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Book Description
Author: United States. Task Force on Marketing and the Low-Income Consumer
Publisher:
ISBN:
Category : Consumer satisfaction
Languages : en
Pages : 76
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Book Description
Author: Paulo Cesar Motta
Publisher:
ISBN: 9781606494660
Category : Low-income consumers
Languages : en
Pages : 0
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Book Description
This book is unique in several ways. First, it focuses on marketing to low-income consumers, but not those in extreme poverty. Consumers earning income around the poverty line are a sizable group in nearly every country. Often, major marketing textbooks tend to assume that consumers are at least middle class, and as a consequence, most of them do not even include the low-income audience. Second, this book contextualizes the low-income consumer within the marketing discipline. It considers the low-income consumers who engage voluntarily in market exchanges. These consumers differ significantly from those in extreme poverty who, as a group, are not sufficiently attractive to most corporate businesses. In turn, those who live in extreme poverty demand substantial attention from major social endeavors. However, the low-income consumers can be better served if businesses give them proper analytical attention. Third, this book embraces the profit motivation, assuming that marketing without profit goals cannot sponsor arguments for poverty subjects over any other claims. It also supports the idea that marketing cannot address poverty by demanding businesses sacrifice profit to benefit a new stakeholder. Fourth, no other book explores the topic of poverty from a marketing perspective like this. It borrows concepts from other disciplines and molds them to marketing thought. By doing this, it develops a unique vocabulary for poverty, which is essential for marketing to be comprehensive. This approach avoids sending students to other schools where poverty knowledge lacks the appropriate business perspective. It also helps readers understand the poverty concepts within the marketing discipline.
Author: United States. Business and Defense Services Administration
Publisher:
ISBN:
Category : Bibliographie
Languages : en
Pages : 60
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Book Description
Author: Linda F. Alwitt
Publisher: SAGE Publications, Incorporated
ISBN:
Category : Business & Economics
Languages : en
Pages : 216
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Book Description
Product, price, promotion and place: these are the four key areas in which marketing influences consumers. This innovative book takes the stance that poor consumers are distinctly disadvantaged in each of these areas. Documenting the imbalance of the exchange process by describing the business practice of those who market to poor consumers, issues related to basic necessities such as food, housing and transportation are addressed, as well as the consumption of `sin' products by poor consumers. The problems faced by those who target low-income consumers are also examined, including the conflict between sound marketing practices and marginally ethical or unethical applications of those practices. The final section of the book
Author: United States. Business and Defense Services Administration
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 65
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Book Description
Author: United States. Bureau of Domestic Commerce
Publisher:
ISBN:
Category :
Languages : en
Pages : 65
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Book Description
Author: Estados Unidos Bureau of Domestic Commerce
Publisher:
ISBN:
Category :
Languages : en
Pages : 65
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Book Description
Author: Robert J. Holloway
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 80
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Book Description
Author: Ayantunji Gbadamosi
Publisher: LAP Lambert Academic Publishing
ISBN: 9783838349923
Category :
Languages : en
Pages : 164
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Book Description
As marketing environment becomes more volatile in recent times, the need for businesses to have an in- depth understanding of how consumers react to marketing stimuli also becomes more compelling. This is because their success is inextricably linked to how satisfied consumers are in relation to their offerings. This can be very challenging considering the diversity which exists among consumers in relation to many factors such as age, gender and income. Thus, generalisation in consumer behaviour without due reference to the contextual factors identified among each consumer segment will provide a limited understanding of their decision making. Hence, this book explores the salient beliefs, central motivation, and attitudes of low-income women consumers in relation to their consumption of low-involvement grocery products. It features a comprehensive synthesis of thoughts as conceptually linked to findings from an empirical study on the day-to-day purchase behaviour of these consumers. Business students, especially those studying marketing, and marketing practitioners will benefit immensely from the insights offered in this textbook.
Author: United States. Business and Defense Services Administration
Publisher:
ISBN:
Category : Low-income consumers
Languages : en
Pages : 52
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Book Description
