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Hawkins, Del I.

Consumer Behavior: building marketing strategy - 12th - New Delhi McGraw Hill Education (India) Pvt. Ltd. 2014 - xxxv, 776 p.

PART ONE Introduction

1. Consumer Behavior and Marketing Strategy

PART TWO External Influences

2. Cross-Cultural Variations in Consumer Behavior

3. The Changing American Society: Values

4. The Changing American Society: Demographics and Social Stratification

5. The Changing American Society: Subcultures

6. The American Society: Families and Households

7. Group Influences on Consumer Behavior

PART TWO: 9 US and 2 Indian Cases

PART THREE Internal Influences

8. Perception

9, Learning, Memory, and Product Positioning

10. Motivation, Personality, and Emotion

11. Attitudes and Influencing Attitudes

12. Self-Concept and Lifestyle

PART THREE Cases: 9 US and 3 Indian Cases

PART FOUR Consumer Decision Process

13. Situational Influences

14. Consumer Decision Process and Problem Recognition

15. Information Search

16. Alternative Evaluation and Selection

17. Outlet Selection and Purchase

18. Postpurchase Processes, Customer Satisfaction, and Customer Commitment

PART FOUR Cases: 7 US and 1 Indian Case

PART FIVE Organizations as Consumers

19. Organizational Buyer Behavior

PART FIVE Cases: 2 US Cases

PART SIX Consumer Behavior and Marketing Regulation

20. Marketing Regulation and Consumer Behavior

PART SIX Cases: 2 US Cases

Appendix A: Consumer Research Methods

Appendix B: Consumer Behavior Audit

Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.

ISBN: 9789351344797

Subjects--Topical Terms:
Consumer Behavior
Marketing

Dewey Class. No.: 658.8342 / HAW