Consumer Behavior

Table of Content Part 1. Introduction to Consumer Behavior 1. Consumer Behavior and Consumer Research 2. Creating Marketing Strategies for Customer-Centric Organizations Part 2. Consumer Decision Making 3. The Consumer Decision Process 4. Pre-Purchase Processes: Need Recognition, Search, and Evaluation 5. Purchase 6. Post-Purchase Processes: Consumption and Post-Consumption Evaluations Part 3. Individual Determinants of Consumer Behavior 7. Demographics, Psychographics, and Personality 8. Consumer Motivation 9. Consumer Knowledge 10. Consumer Beliefs, Feelings, Attitudes, and Intentions Part 4. Environmental Influences on Consumer Behavior 11. Culture, Ethnicity, and Social Class 12. Family and Household Influences 13. Group and Personal Influence Part 5. Influencing Consumer Behavior 14. Making Contact 15. Shaping Consumers’ Opinions 16. Helping Consumers to Remember

This text is written with the reader in mind, and that its concepts and principles are explained in terms understandable to its readers. The topics have been selected to provide a foundation for analyzing consumer behavior and to be managerially and personally relevant in a wide variety of activities throughout the career. Many books provide an overview of consumer behavior topics but this book describes the topics in sufficient detail, which one can apply to one’s career and life alike. In most instances, the topics in the book are accompanied by real-world examples to help see the relevance of theory in developing the strategy and tactics that create effective marketing programs.