to the

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Chapter 11 Introduction to the Environment
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11.1 The Wheel of Consumer Analysis

Affect Cognition
Consumer Behavior
Marketing Strategy
Consumer Environment
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11.2 Flows of Influence in Social Environment
Culture
Subculture
Social Class
REFERENCE GROUPS
ORGANIZATIONS
FAMILY
MEDIA
INDIVIDUAL CONSUMERS
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11.3 Percent Increase in Unit Sales for
Expanded Shelf Space Special Display
EXPANDED SHELF SPACE
SPECIAL DISPLAY
PRODUCT
Camay soap--bath
39
243
Piggly Wiggly pie shells - 2 per pkg.
30
185
White House Apple Juice -- 32 oz.
16
77
Mahatma rice -- 1 lb.
27
103
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11.4 FIVE GENERIC SITUATIONS FOR CONSUMERS
General Behavior
Specific Behavior and Environment
Situation
Reading a billboard while driving Window
shopping in a mall Going to a checkout counter
at Sears Eating a taco at Taco Bell Throwing
away a hot-dog wrapper at a hockey game
Information acquisition Shopping Purchase Cons
umption Disposition
Information contact Communication Store
contact Product contact Funds access
Transaction Use Disposal