Consumer Behavior: Building Marketing Strategy

by Mothersbaugh, David; Hawkins, Delbert

• ISBN13: 9781259232541
• ISBN10: 1259232549
• Additional ISBN(s): 9780073381107, 9780073530048, 9780077645557, 9781260158199
• Edition: 13th
• Format: Hardcover
• Copyright: 2015-09-01
• Publisher: McGraw-Hill Education
• More Book Details

Table of Contents

Part I – Introduction

Chapter 1 – Introduction

 

Part II – External Influences

Chapter 2 – Cross-cultural Variations in Consumer Behavior

Chapter 3 – The Changing American Society: Values

Chapter 4 – The Changing American Society: Demographics and Social Stratification

Chapter 5 – The Changing American Society: Subcultures

Chapter 6 – The American Society: Family and Households

Chapter 7 – Group Influence on Consumer Behavior

·         Part Two Cases

Cases 2-1 through 2-8

 

Part III – Internal Influences

Chapter 8 – Perception

Chapter 9 – Learning, Memory, and Product Positioning

Chapter 10 – Motivation, Personality, and Emotion

Chapter 11 – Attitudes and Influencing Attitudes

Chapter 12 – Self-Concept and Lifestyle

·         Part Three Cases

Cases 3-1 through 3-9

 

Part IV – Consumer Decision Process

Chapter 13 – Situational Influences

Chapter 14 – Consumer Decision Process and Problem Recognition

Chapter 15 – Information Search

Chapter 16 – Alternative Evaluation and Selection

Chapter 17 – Outlet Selection and Purchase

Chapter 18 – Post-Purchase Processes, Customer Satisfaction, and Customer Commitment

·         Part Four Cases

Cases 4-1 through 4-8

 

Part V – Organizations as Consumers

Chapter 19 – Organizational and Buyer Behavior

·         Part Five Cases

Cases 5-1 through 5-2

 

Part VI – Consumer Behavior and Marketing Regulation

Chapter 20 – Marketing Regulation and Consumer Behavior

·         Part Six Cases

Cases 6-1 and 6-2

 

Appendix A Consumer Research Methods

Appendix B Consumer Behavior Audit