Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

6. Behavior Dimensions of
   the Consumer Market

Text © The McGraw−Hill

Companies, 2002

grew slowly at first, but that

changed in the 1980s as more

adults became interested in

healthy eating. For lots of on-the-

go workers, yogurt was an

economical lunch that tasted

good and saved time. It didn’t

require preparation or clean up,

and it could be eaten almost any-

where. All you needed was a

plastic spoon.

By the 1990s, many brands and

flavors of yogurt were on the

market. Most consumers

couldn’t tell the difference

between brands. When it was

time to buy, they just picked

up their routine brand or per-

haps whatever was on sale.

Most marketers felt that growth

154

Chapter Six

Behavioral

Dimensions of the

Consumer Market

154

When You
Finish This Chapter,
You Should

1. Understand the
   economic-buyer
   model of buyer
   behavior.


2. Understand how
   psychological vari-
   ables affect an
   individual’s buying
   behavior.


3. Understand how
   social influences
   affect an individual’s
   and household’s buy-
   ing behavior.


4. See why the
   purchase situation
   has an effect on con-
   sumer behavior.


5. Know how con-
   sumers use
   problem-solving
   processes.


6. Have some feel for
   how a consumer han-
   dles all the behavioral
   variables and incom-
   ing stimuli.


7. Understand the
   important new terms
   (shown in red).

In the 1970s, yogurt was a

popular food in Europe but for the

most part unknown in the U.S.

culture. Most American con-

sumers were not aware of it, had

never tried it, and didn’t know if

they would like it. All of that

changed when Dannon and other

firms began to promote and dis-

tribute yogurt in the U.S. Sales

place

price

promotion

produc