Consumer Behavior

Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.

The tenth edition captures the impact of new media on consumer behavior and focuses on the marketer's ability to learn more about customers' purchases in order to implement a strategy with greater precision.

Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies. Consumer Behavior: Its Origin and Strategic and Applications; Introduction to the Consumer Research Process; Market Segmentation; Consumer Motivation; Personality and Consumer Behavior; Consumer Perception; Consumer Learning; Consumer Attitude Formation and Change; Communication and Consumer Behavior; The Family and Its Social Class Standing; Influence of Culture on Consumer Behavior; Subcultures and Consumer Behavior; Cross Cultural and Global Consumer Behavior; Diffusion of Innovations; Consumer Decision Making and Beyond; Consumers Social Responsibility and Green Marketing For readers interested in studying consumer behavior and/or marketing.

Chapter 01       Consumer Behavior: Meeting Changes and Challenges

Chapter 02       The Consumer Research Process

Chapter 03       Market Segmentation and Strategic Targeting

Chapter 04       Consumer Motivation

Chapter 05       Personality and Consumer Behavior

Chapter 06       Consumer Perception

Chapter 07       Consumer Learning

Chapter 08       Consumer Attitude Formation and Change

Chapter 09       Communication and Consumer Behavior

Chapter 10       The Family and Its Social Class Standing

Chapter 11       Influence of Culture on Consumer Behavior

Chapter 12       Subcultures and Consumer Behavior

Chapter 13       Cross Cultural and Global Consumer Behavior

Chapter 14       Diffusion of Innovations

Chapter 15       Consumer Decision Making and Beyond          

Chapter 16       Consumers Social Responsibility and Green Marketing