Consumer Behavior with DDB LifeStyle Study Data Disk

by HAWKINS

• ISBN13: 9780077294106
• ISBN10: 0077294106
• Edition: 11th
• Format: Hardcover w/CD
• Copyright: 2009-01-27
• Publisher: McGraw-Hill/Irwin

Summary

This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book. .

Table of Contents

Introduction

Consumer Behavior and Marketing Strategy

External Influences

Cross-Cultural Variations in Consumer Behavior

The Changing American Society: Values

The Changing American Society: Demographics and Social Stratification

The Changing American Society: Subcultures

The American Society: Families and Households

Group Influences on Consumer Behavior

Cases: Cases 2-1 through 2-9

Internal Influences

Perception

Learning, Memory, and Product Positioning

Motivation, Personality, and Emotion

Attitudes and Influencing Attitudes

Self-Concept and Lifestyle

Cases: Cases 3-1 through 3-10

Consumer Decision Process

Situational Influences

Consumer Decision Process and Problem Recognition

Information Search

Alternative Evaluation and Selection

Outlet Selection and Purchase

Postpurchase Processes, Customer Satisfaction, and Customer Commitment

Cases: Cases 4-1 through 4-8

Organizations as Consumers

Organizational Buyer Behavior

Cases: Cases 5-1 through 5-2

Consumer Behavior and Marketing Regulation

Marketing Regulation and Consumer Behavior

Cases: Cases 6-1 through 6-2

Consumer Behavior Research Methods

Consumer Behavior Audit

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