GGR252H5 Chapter Notes - Chapter 6: Mass Marketing, Iphone
Document Summary
Asians and hispanic americans experienced more advertisement discrimination than caucasians. Minority groups are more likely to report discrimination at stores. Consumers with more education experienced more discrimination. African americans faced more discrimination than other minority groups while making purchases at store. Aricle 2: food shopping is necessity and routine activity for consumers, retailers must be aware of buying behaviour of consumers and the factors leading to such decisions, factors affecting consumer behaviour : Age group etc: contemporary retailers have understanding of consumer trends, needs, wants and decision making process which have a direct impact on their business, thus retailers should know their customer base, consumer segmentation:, impact of age:- By retailers help in targeting a homogeneous market of consumers who buy similar products. Mass marketing strategy is no longer relevant and consumer segmentation is necessary. Elderly people have different marketplace needs than others. As people age they spend less on food since ageing reduces appetite , food intake etc.
