Why People Buy Things They Dont Need: Understanding and Predicting Consumer Behavior

ISBN: 0793186021
EAN: 2147483647

Year: 2003
Pages: 137

Authors: Pamela Danziger

BUY ON AMAZON

Table of Contents
BackCover
Why People Buy Things They Don t Need--Understanding and Predicting Consumer Behavior
Introduction
WHY PEOPLE BUY: A KEY THAT UNLOCKS MARKETING SUCCESS
WHY PEOPLE BUY EVEN MORE IMPORTANT NOW THAN EVER BEFORE
Chapter 1: Why do People Buy Things They Don t Need?
WHAT DO CONTEMPORARY AMERICANS NEED?
ONCE A CONSUMER NATION, ALWAYS A CONSUMER NATION
CONSUMERS SHIFT AWAY FROM NECESSITY-DRIVEN SPENDING
TODAY, OVER 40 PERCENT OF CONSUMER SPENDING IS DISCRETIONARY
UNDERSTANDING THE DISCRETIONARY SPENDING EQUATION OR WHAT YOU WILL LEARN FROM READING THIS BOOK
Chapter 2: What We Need: More Than You Ever Imagined
WHAT AMERICANS NEED TO LIVE
MAJOR APPLIANCES ARE NECESSITIES OF CONTEMPORARY AMERICAN LIFE
FASHION--TAKE THE ORDINARY AND MAKE IT EXTRAORDINARY
AVOID MEDIOCRITY IN NEW PRODUCTS--IGNORE THE COMPETITION, GET CLOSE TO THE CUSTOMER
IF YOU SELL TO WOMEN, THEN SELL TO WOMEN
Chapter 3: If Consumer Spending is the Engine of the Economy, Then Discretionary Spending is the GAS
CONSUMERS UNDER STRESS
DISCRETIONARY PRODUCT MATRIX DESCRIBES WHAT PEOPLE BUY THAT THEY DON T NEED
VALUES GOVERN CONSUMER SPENDING
UTILITARIAN PURCHASES ARE DISTINGUISHED BY USEFULNESS
INDULGENCES ARE LIFE S LITTLE LUXURIES BOUGHT WITHOUT GUILT
CONSUMER MOTIVATION STUDY
WITH INDULGENCES, MORE IS BETTER
LIFESTYLE AND ASPIRATIONAL LUXURIES LET YOU LIVE THE LIFE OF THE RICH AND FAMOUS
Chapter 4: The 14 Justifiers that Give Consumers Permission to Buy
UNDERLYING MOTIVATORS
JUSTIFIER 1: QUALITY OF LIFE
JUSTIFIER 2: PLEASURE
JUSTIFIER 3: BEAUTIFY THE HOME
JUSTIFIER 4: EDUCATION
JUSTIFIER 5: RELAXATION
JUSTIFIER 6: ENTERTAINMENT
JUSTIFIER 7: PLANNED PURCHASE
JUSTIFIER 8: EMOTIONAL SATISFACTION
JUSTIFIER 9: REPLACING AN EXISTING ITEM
JUSTIFIER 10: STRESS RELIEF
JUSTIFIER 11: HOBBIES
JUSTIFIER 12: GIFT FOR SELF
JUSTIFIER 13: IMPULSE PURCHASE
JUSTIFIER 14: STATUS
ACTION PLAN: PUTTING JUSTIFIERS TO WORK
Chapter 5: What Things People Buy that They Don t Need
AFTER RISING IN 2001, CONSUMER PURCHASES RETREATED A NOTCH IN 2003
SHOPPING: SO MANY STORES, SO LITTLE TIME
END OF COCOONING: NEW AGE OF CONNECTING
WHAT IS TO COME
Chapter 6: What People Buy: Personal Luxuries
REALITY TV RESCUES FASHION FLUBS WITH TLC S WHAT NOT TO WEAR
OVERVIEW: PERSONAL LUXURIES PURCHASE INCIDENCE
WHAT PEOPLE BUY: FASHION ACCESSORIES, SUCH AS HANDBAGS, WALLETS, BELTS, SHOES, ETC.
WHAT PEOPLE BUY: INFANT AND CHILDREN S CLOTHING AND APPAREL
WHAT PEOPLE BUY: JEWELRY AND WATCHES
WHAT PEOPLE BUY: MEN S CLOTHING AND APPAREL
WHAT PEOPLE BUY: PERSONAL-CARE PRODUCTS THAT ARE MORE SPECIAL OR EXCLUSIVE THAN EVERYDAY BRANDS
WHAT PEOPLE BUY: TEEN AND TWEEN CLOTHING AND APPAREL
WHAT PEOPLE BUY: WOMEN S CLOTHING AND APPAREL
Chapter 7: What People Buy: Entertainment, Recreation, and Hobbies
NEW LEISURE ERA PREDICTED
ENTERTAINMENT SPENDING REFLECTS DRIVE FOR SELF-ACTUALIZATION
OVERVIEW: ENTERTAINMENT, RECREATION, AND HOBBIES PRODUCT PURCHASE INCIDENCE
WHAT PEOPLE BUY: AUDIO EQUIPMENT AND STEREO SYSTEMS
WHAT PEOPLE BUY: BOOKS, MAGAZINES, AND NEWSLETTERS
WHAT PEOPLE BUY: COMPUTERS AND SOFTWARE FOR HOME USE
WHAT PEOPLE BUY: CRAFTS, SEWING, KNITTING, OR NEEDLEWORK SUPPLIES
WHAT PEOPLE BUY: MUSICAL INSTRUMENTS
WHAT PEOPLE BUY: PET ACCESSORIES
WHAT PEOPLE BUY: PHOTOGRAPHY EQUIPMENT AND SUPPLIES
WHAT PEOPLE BUY: PRERECORDED VIDEOS, MUSIC, DVDS, ETC.
WHAT PEOPLE BUY: SPORTING GOODS AND EXERCISE EQUIPMENT
WHAT PEOPLE BUY: TOYS, DOLLS, AND GAMES
WHAT PEOPLE BUY: TELEVISIONS, RADIOS, VCRS, DVD PLAYERS, ETC.
Chapter 8: What People Buy: Home Furnishings and Home Decor
END OF COCOONING DOESN T MEAN END OF SPENDING ON THE HOME
OVERVIEW: HOME FURNISHING AND HOME DCOR PURCHASE INCIDENCE
WHAT PEOPLE BUY: AROMATHERAPY AND SCENTED HOUSEHOLD PRODUCTS
WHAT PEOPLE BUY: ART, PRINTS, LITHOGRAPHS
WHAT PEOPLE BUY: BASKETS, BOXES, VASES, POTS, AND DECORATIVE HOLDERS
WHAT PEOPLE BUY: CANDLES AND CANDLE ACCESSORIES
WHAT PEOPLE BUY: CHRISTMAS AND OTHER SEASONAL DECORATIONS
WHAT PEOPLE BUY: COLLECTIBLES
WHAT PEOPLE BUY: FIGURINES AND SCULPTURES
WHAT PEOPLE BUY: FLORALS AND GREENERY FOR INDOOR USE
WHAT PEOPLE BUY: FLOWERS, SEEDS, SHRUBS, AND TREES FOR OUTDOOR LANDSCAPING
WHAT PEOPLE BUY: FURNITURE AND OCCASIONAL FURNITURE
WHAT PEOPLE BUY: GARDEN EQUIPMENT AND DECORATIVE ITEMS FOR THE GARDEN AND PATIO
WHAT PEOPLE BUY: GREETING CARDS AND PERSONAL STATIONERY
WHAT PEOPLE BUY: HOME TEXTILES
WHAT PEOPLE BUY: KITCHENWARE AND ACCESSORIES
WHAT PEOPLE BUY: LAMPS AND LIGHTING ACCESSORIES
WHAT PEOPLE BUY: PICTURE FRAMES
WHAT PEOPLE BUY: TABLETOP CHINA, CRYSTAL, SILVER, STERLING FLATWARE, AND OTHER DINNERWARE
WHAT PEOPLE BUY: WALL DCOR
WHAT PEOPLE BUY: WINDOW COVERINGS
Chapter 9: Trends that Impact Why People Buy Things They Don t Need
FUTURE TRENDS
CONSUMER TRENDS
WHAT CAN RETAILERS DO TO SURVIVE THE COMING SHAKEOUT?
Chapter 10: Pulling it all Together:How to Sell More
TOUCH THE EMOTIONS OF YOUR CUSTOMERS
GIVE CUSTOMERS RATIONAL JUSTIFIERS SO THEY WILL HAVE PERMISSION TO BUY
APPEAL TO CUSTOMERS WHO ARE IN MOTION
MAKE CUSTOMERS FEEL LIKE WINNERS EVERY TIME
HELP YOUR CUSTOMERS FULFILL THEIR FANTASIES
ENTERTAIN, ENTERTAIN, ENTERTAIN
TRANSLATE THE BRAND INTO THE WHY
GAIN BIG VISION BY FOCUSING ON WHY PEOPLE BUY
Bibliography
Index
Index_B
Index_C
Index_D
Index_E
Index_F
Index_G
Index_H
Index_I
Index_J
Index_K
Index_L
Index_M
Index_N
Index_O
Index_P
Index_Q
Index_R
Index_S
Index_T
Index_U
Index_V
Index_W
Index_Y-Z
List of Figures
List of Getting It Right