Synopsis
This text is designed to provide usable managerial understanding of consumer behaviour. It is the most current, relevant, and balanced presentation of the subject matter in the context of building marketing strategy. It presents a comprehensive description of various concepts and theories useful for understanding consumer behaviour and illustrates with the help of examples, how these concepts are used in the development of such strategy. About Del HawkinsUniversity Of OregonAmit MookerjeeIndian Institute of Management ,Lucknow Table Of Part Introduction1. Consumer Behavior and Marketing StrategyPart External Influences2. Cross-Cultural Variations in Consumer Behavior3. The Changing Values4. The Changing Demographics and Social Stratification5. The Changing Subcultures6. The Families and Households7. Group Influences on Consumer BehaviorPart Internal Influences8. Perception9. Learning, Memory, and Product Positioning10. Motivation, Personality, and Emotion11. Attitudes and Influencing Attitudes12. Self-Concept and LifestylePart Consumer Decision Process13. Situational Influences14. Consumer Decision Process and Problem Recognition15. Information Search16. Alternative Evaluation and Selection17. Outlet Selection and Purchase18. Post purchase Processes, Customer Satisfaction, and Customer CommitmentPart Organizations as Consumers19. Organizational Buyer BehaviorPart Consumer Behavior and Marketing Regulation20. Marketing Regulation and Consumer Behavior Special Updated chapters having important emerging trends and concepts such as internet and technology More than half of the ?Opening Vignettes? and ?Consumer Insights? are new or substantially revised Application of consumer behavior concepts and theories to marketing problems Discussion on marketing to ethnic sub-cultures Multiple global examples along with use of data and examples from Indian context 35 cases- 31 cases
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