Why People (Don't) Buy [electronic resource] : The Go and Stop Signals /
Chakravarti, Amitav.author.
Thomas, Manoj.author.
Full of practical diagrams and maps, as well as international case studies, this book offers a unique and extensively-tested 'GO-STOP Signal Framework', which allows managers to better understand why consumers are not buying their products and what can be done to put this right.
Description based upon print version of record.
Cover; Contents; Acknowledgments; List of Figures; List of Tables; Preface; Introduction: hit-or-miss consumer insights: Behavior is context dependent; 1 Three causes: Why successful consumer insights are still a hit-or-miss affair; 2 The 100 calories paradox: An insightful packaging innovation; 3 Pricing disaster at JC Penney: Know how your price cues operate; 4 Tata Nano, the world's cheapest car: Low price can backfire; 5 When not to discount: Inexpensive wines and employee discount for everyone; 6 Avoid discordant pricing: Do you know your consumer's mindset?
7 Paying for medicines and Tickle Me Elmo: Beware of unfairness cues8 Credit cards and obesity: Small changes, big side effects; 9 Why paying people to donate blood does not pay: Insights for public policy and prosocial behavior; 10 Five steps to actionable consumer insights: How to lead and manage the insights process; Glossary; References; Index
Includes bibliographical references and index.
Full of practical diagrams and maps, as well as international case studies, this book offers a unique and extensively-tested 'GO-STOP Signal Framework', which allows managers to better understand why consumers are not buying their products and what can be done to put this right.
Marketing.
Organization.
Planning.
Market research.
Marketing.
Organization.
Market Research/Competitive Intelligence.