Page 173 - Marketing Management

150 PART 3 CONNECTING WITH CUSTOMERS

6
Chapter

In This Chapter, We
Will Address the

Following Questions

1. How do consumer
characteristics influence
buying behavior?

2. What major psychological
processes influence consumer
responses to the marketing
program?

3. How do consumers make
purchasing decisions?
4. In what ways do consumers
stray from a deliberative,
rational decision
process?

LEGO has programs in place to help it stay
close to its customers—especially the
more devoted and loyal ones.