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Why People Buy Things They Don't Need

Understanding and Predicting Consumer Behavior

Why People Buy Things They Don't Need by Pamela Danziger
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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.
Focusing on the "whys" of spending, Danziger has meticulously profiled customers in more than 30 categories of discretionary spending through research based on surveys, interviews, and focus groups from a variety of people who make discretionary purchases. She provides readers with a vision of the future, giving them the foresight to anticipate the needs and desires of their customers.
Dearborn Trade Publishing; June 2004
304 pages; ISBN 9781597341653
Read online, or download in secure PDF format
Title: Why People Buy Things They Don't Need
Author: Pamela Danziger
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