Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior by Pamela Danziger
Kaplan Business; Original edition | July 1, 2004 | English | ISBN: 0793186021 | 291 pages | CHM | 1 MB
Consumers shop to satisfy emotional needs and desires-if a company is selling to emotion, then it's in the business of luxury. What motivates consumers to buy? Is it pleasure? Education? Entertainment? Status? Or just an impulse? Knowing why consumers buy what they do is the secret to predicting how they will behave in the ever-changing marketplace. In most cases, much of what people buy are items they really don't need.