Foundations of Marketing 5th Edition by Ferrell,William Pride

Exercise 19

Understanding the process that an individual consumer goes through when purchasing a product is essential for developing marketing strategy. Knowledge about the potential customer's buying behavior will become the basis for many of the decisions in the specific marketing plan. Using the information from this chapter, you should be able to determine the following:
Identify the reference groups or subcultures that may influence your target market's product selection.