Consumer behavior from an anthropological point of view [1st book]

It is interesting to study consumer behavior with an anthropological point of view because the method is more qualitative and observational than with a psychological point of view in which a lot of statistics are used.
I found 3 resources about consumer behavior from an anthropological and sociological point of view. On this first book, a french book, the author tries to relate the consumer behavior with the marketing to understand how a company can reach customers and make them loyal.  

1. Comportement du consommateur et marketing (consumer behavior and marketing) – John V. Petrof 

In this book, the main points is that it can be easy to reach customers analysing how they behave. Here, the author tries to link 2 human values to marketing. 

Motivation & Marketing

For J. Petrof, it is important to know the consumer’s motivation to get marketing strategies more efficient. Indeed, companies and products have to create an image which has to correspond with customers’ needs and desires, which are an important source of motivation. Thus, marketing managers have to help consumers to discover what they are missing.

In his book, the author also shows two types of characteristics in a product which can cause purchase motivation by a consumer:

- Tangible (for example for a car: the customer will check its color, its dimensions, its power, etc.)
- Inviolable (for example the brand, its reputation, its prestige, etc.)

Learning process & Marketing

The learning process theory has contributed to explain consumer behaviors and to show how they pass from a behavior to another. Thanks to its theory, marketing managers can understand how the consumers prefer some products to others, so it can be easy for them to persuade customers to adopt their own products.

Moreover, according to the author, the consumer behavior is still the same, that is to say: 

Example: Drink can be the need and the thirst becomes the reason to fulfill this need. Consumer knows that he has several ways to satisfy his need: drink water, juice, soda, etc. By basing on his former experiences and others learning processes, the consumer will make a choice.

What it is important here is what the author calls “positive reinforcement”. If a customer finds his choice satisfying, a positive reinforcement takes place because the customer will create a positive association between the product and the need satisfaction. Thus, if the same need appears again, the customer will try to satisfy it with the same product. So, it is important for the company to be the first to satisfy all the needs of the customers. 

Sources:

- http://books.google.fi/books?id=UPS-oR0XPOYC&pg=PA193&lpg=PA193&dq=consumer+behavior+and+marketing+John+Petrof&source=bl&ots=bv6mA9kd1k&sig=ujCMfJIQWqTPstUYZnJ1OSOV16o&hl=fr&sa=X&ei=52hXVMmqMcLtaoLzgtgD&ved=0CDIQ6AEwAg#v=onepage&q=consumer%20behavior%20and%20marketing%20John%20Petrof&f=false