What is a subculture?

One of the key external factors and influences in the study consumer behavior and marketing is culture  and subcultures. As indicated by the word, a subculture is a subset of the overall culture. Let’s firstly check out the definitions of culture and subculture and how they are interrelated. What is culture in marketing? Here are … Read more…

Free Customer Journey Map Excel Template

About the Customer Journey Map Template This free customer journey map template is designed to quickly and easily build relatively detailed maps for multiple brand personas. Customer journey maps are an effective way of identifying how potential customers make their way to your brand and ultimately become loyal advocates. Download the free template here… customer-journey-map-Excel-template … Read more…

Multi-Attribute Attitude Model: Excel Template

Measuring Consumer Attitudes A brand’s ability to measure consumer attitudes provides a very helpful insight into what is driving consumer behavior. Generally a consumer’s attitude towards the various brands in the marketplace has a significant influence over their purchase and word-of-mouth actions. Positive attitudes will lead to positive behavior. But attitudes are quite complex and … Read more…

Available versus unavailable consumers

Firms will often have the goal of increasing market share. Increased market share is primarily delivered through winning a greater proportion of the market’s business. In particular, one or more of the following situations must occur for a firm/brand to increase its market share: A greater proportion of consumers decide to purchase the brand The … Read more…

Hierarchy of effects model

Hierarchy of effects This is a marketing model designed to demonstrate how a consumer transitions from being unaware of a brand, to forming attitudes and understanding of that brand, to ultimately becoming an end customer. There are many versions of this hierarchy of effects model found in textbooks, but let’s start with a very basic … Read more…