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2019 | OriginalPaper | Buchkapitel

2. Consumer Behavior: External Factors

verfasst von : Rajagopal

Erschienen in: Contemporary Marketing Strategy

Verlag: Springer International Publishing

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Abstract

Discussions explore the external factors affecting the consumer behavior in this chapter, and guide managers to learn the causes and effects of extrinsic variables to develop right marketing strategies. The external factors affecting consumer behavior have been discussed categorically in this chapter, spread across the sections on business environment, geo-demographic factors, consumer culture, seasonality, and induced consumer perception. This chapter also discusses the concerns emerging among the multinational companies, related to developing competitive marketing strategies by learning comprehensively about co-creation and creating consumer value that affect the behavior dimensions of the consumers. In general, this chapter focusses on learning about the influence of external factors by discussing how situational factors at the time and place of purchase may influence consumer behavior. The discussions also guide managers about how consumers’ relationships with the marketing organization influence the decision-making process of the company.

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Vorheriges Kapitel Consumer Behavior: Internal Factors

Nächstes Kapitel Understanding Market Environment

Xenocentrism in social psychology is defined as the preference of people for the products, styles, or ideas of external culture, which may be of a country, region, society, or an individual over their own.

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Titel: Consumer Behavior: External Factors
verfasst von: Rajagopal
Verlag: Springer International Publishing
Buch: Contemporary Marketing Strategy
Print ISBN: 978-3-030-11910-2

Electronic ISBN: 978-3-030-11911-9

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-030-11911-9_2