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Why People (Don’t) Buy: The Go and Stop Signals
Full of practical diagrams and maps, as well as international case studies, this book offers a unique and extensively-tested 'GO-STOP Signal Framework', which allows managers to better understand why consumers are not buying their products and what can be done to put this right.
238 pages, Paperback
First published June 3, 2015
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Displaying 1 - 4 of 4 reviews
April 16, 2020
I received this book as a suggested reading material for a Consumer Behaviour course taught by one of the authors, Dr. Manoj Thomas at SC Johnson Graduate School of Management, Cornell University. In a nutshell, the book proposes a GO-STOP framework to arrive at consumer insights and then test their validity through the P-T-L (predict-test-learn) model.
Like most research-based books, the authors start off by citing multiple business cases of failed consumer insights for both for-profit and not-for-profit organizations. The authors follow it up with three universal and convincing reasons why these consumer insights failed and how the GO-STOP framework can fix this along with the P-T-L model.
However, the authors do not dedicate a chapter or chunk of the book to explain the theory of their framework. Instead, they take each failed consumer insights from the introduction and spin it into a case study for each chapter. Then they dissect the case, identify where they went wrong in the light of their framework. The case studies are interesting and cover a range of industries like textile, NGOs, automobile, consumer goods and corporations like Nabisco, Tata, JC Penney among others. Through this, they establish the universality of the GO-STOP framework.
What I loved about the book is how comprehensible and applicable the GO-STOP framework is. In the last chapter, the book presents a five-step process for discovering consumer insights and it is effective, not because the book says so but because I experienced it first-hand in Mr. Thomas’s classes where he made us arrive at consumer insights with this approach.
A good book to read and understand how packaging, discounting and other marketing tools can be used effectively by finding correct consumer insights!
Like most research-based books, the authors start off by citing multiple business cases of failed consumer insights for both for-profit and not-for-profit organizations. The authors follow it up with three universal and convincing reasons why these consumer insights failed and how the GO-STOP framework can fix this along with the P-T-L model.
However, the authors do not dedicate a chapter or chunk of the book to explain the theory of their framework. Instead, they take each failed consumer insights from the introduction and spin it into a case study for each chapter. Then they dissect the case, identify where they went wrong in the light of their framework. The case studies are interesting and cover a range of industries like textile, NGOs, automobile, consumer goods and corporations like Nabisco, Tata, JC Penney among others. Through this, they establish the universality of the GO-STOP framework.
What I loved about the book is how comprehensible and applicable the GO-STOP framework is. In the last chapter, the book presents a five-step process for discovering consumer insights and it is effective, not because the book says so but because I experienced it first-hand in Mr. Thomas’s classes where he made us arrive at consumer insights with this approach.
A good book to read and understand how packaging, discounting and other marketing tools can be used effectively by finding correct consumer insights!
November 29, 2019
I have read this book as an assignment from My marketing class.
It was like an introduction to the field of marketing to me.
The book was quite entertaining to read and practical. Also, it was enriching in terms of information.
The interconnectivity between the presented cases and the theory part was very clear.
The final chapter(why paying people to donate blood does not pay) clarified how to conduct the GO-Stop framework. very well.
It was like an introduction to the field of marketing to me.
The book was quite entertaining to read and practical. Also, it was enriching in terms of information.
The interconnectivity between the presented cases and the theory part was very clear.
The final chapter(why paying people to donate blood does not pay) clarified how to conduct the GO-Stop framework. very well.
Want to Read
August 30, 2017The idea I got from this book is that putting low prices or offering things too easily can play against you. An idea supported by cases studied.
Usually I don't write reviews on books I haven't read yet. I've skimmed through it in my local bookstore, found it both light and entertaining at the same time. I guess I'd read it down in about an hour.
Usually I don't write reviews on books I haven't read yet. I've skimmed through it in my local bookstore, found it both light and entertaining at the same time. I guess I'd read it down in about an hour.
November 13, 2017
The book is really pleasant to read. In the same time very informative.
I have enjoined each case was presented in the book. The link between the cases and the theoretical part was very clear. The book is very practical. Last chapter was clear steps on how to conduct the GO-STOP framework.
I have enjoined each case was presented in the book. The link between the cases and the theoretical part was very clear. The book is very practical. Last chapter was clear steps on how to conduct the GO-STOP framework.
Displaying 1 - 4 of 4 reviews