Why Customers Do What They Do Who They Are, Why They Buy, and How You Can Anticipate Their Every Move

by Cohen, Marshal

• ISBN13: 9780071460361
• ISBN10: 0071460365
• Edition: 1st
• Format: Hardcover
• Copyright: 2005-11-16
• Publisher: McGraw-Hill Education

Summary

In today's rapidly shifting marketplace, brand loyalty has subsided and the consumer-of-the-moment rules. To successfully compete for customers' wallet share, you must connect with them, understand their buying habits, and anticipate their every move.InWhy Customers Do What They Do,Marshal Cohen, the chief industry analyst for The NPD Group and one of the foremost authorities on consumer behavior, gives managers responsible for branding, marketing, and sales strategies the ability to anticipate the needs, wants, and desires of today's consumer. Drawing on years of market research from The NPD Group, Cohen uncovers the major trends that drive consumer behavior, revealing why and how consumers' daily habits affect their purchasing behavior--and how this behavior will affect your business.This groundbreaking book is the first to introduce Cohen's innovative action plan for reaching consumers. The 5E approach--Educate, Explore, Elevate, Entertain, and Evaluate--delivers the tools you need to rethink your business, marketing, and sales strategies and leverage upcoming consumer trends. Cohen provides solid insight and proven techniques into how you can: Educateconsumers, rather than just sell to them Exploreways to let the consumer endorse your brand Elevateawareness to prepare consumers for the next big thing Entertainconsumers and inspire purchase behavior Evaluatethe process yearly to lock-in a connection to your consumersYou'll learn from examples of companies thatutilize the techniques of the 5E's such as Wal-Mart, Apple, Esteacute;e Lauder, Merrell, and many others. And you'll see how to keep refining your brand, product, or service for optimum results--and revenue.Don't get stuck in outdated marketing models that stall your company's progress. ReadWhy Customers Do What They Doto discover what consumerstrulywant and make your products and brands rise above the competition.

Author Biography

Marshal Cohen is the chief industry analyst for The NPD Group, Inc, a worldwide leader in market research and consumer behavior. His unique experience over 30 years of retail, manufacturing and research experience, along with his passion for studying consumer behavior has made him the authority on understanding and marketing to today's consumer. Cohen regularly appears as an expert commentator on many broadcast news outlets, including the Today show, Good Morning America, CNN, and CNBC, and is extensively quoted in the Wall Street Journal, the New York Times, USA Today, Fortune, Time, and Women's Wear Daily. He is in high demand as a speaker at key industry events, such as The National Retail Federation's Annual Convention, The Fairchild Apparel Summit and the American Apparel and Footwear Association's Annual Convention.

Table of Contents

Introduction	1	(7)
Connecting with a Moving Target	7	(22)
Do You BOGO?	29	(22)
We Finally Got a Piece of the Pie	51	(14)
Formulating Your Value Equation	65	(12)
The Thinning Middle	77	(12)
The Supersizing of America	89	(14)
Did You Just Call Me Ma'am?	103	(16)
The Five E's of Marketing	119	(28)
Marketing Strategies for the Future	147	(22)
An Action Plan for Fulfilling Customer Aspirations	169	(8)
Index	177