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Treasure Hunt: Inside the Mind of the New Consumer
Pages 3 (753 words)
Treasure Hunt: Inside the Mind of the New Consumer Name: Institution: Treasure Hunt: Inside the Mind of the New Consumer Michael J. Silverstein is the author of Treasure Hunt: Inside the mind of the new consumer, which is an enjoyable book to read, and one that offers what it promises.
By trading up he means people buy goods at a good or premium prices because of brand recognition and quality satisfaction while trading down means the reverse. This book is however biased towards the United States of America market as well as the United States of America consumer. The author makes a welcome effort for comparing the occurrences among the United States of America consumers to those in Japan and Europe. Through the author, the book makes a compelling case on behalf of the universality of the happenings. This bias comes along with many strong points that influence the conclusions in this book thus pulling down his expertise as a tied up author to consumer behavior. When it comes to the major theme of the book, I think behavior itself takes the day because the consumer behavior is what makes the book interesting. My reasoning has nothing to do with the title of the book but the contents of the book where each sentence focuses on explaining better about the same behavior. Consumer behavior, which happens to be the backbone of the book, gives the readers every reason to read its contents. The examples of consumer behavior range from basic retail as the author explains using success stories of Aldi and Lidl in Europe to the successful launch by Toyota Lexus cars. ...
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