Blackwell, Roger D.

Miniard, Paul W.

Engel, James F.

Consumer behavior

Mason, Ohio

2005

0324378327

9780324271973

CONSUMER BEHAVIOR offers a practical, business approach, designed to help students apply consumer behavior principles to their studies in business and marketing, to their future business careers, and also to their private lives, as consumers. This multi-disciplinary field can tempt both students and instructors to stray from the basic business principles they should take away from the course. Blackwell keeps students focused on consumer decision making as it applies specifically to an overall understanding of business theory and practices through the CDP (Consumer Decision Process) model. CONSUMER BEHAVIOR focuses on why as well as how consumers make specific decisions and behave in certain ways - what motivates them, what captures their attention, and what retains their loyalty, turning"customers"into"fans"of an organization.

Part I: INTRODUCTION TO CONSUMER BEHAVIOR.
1. Consumer Behavior and Consumer Research.
2. Creating Marketing Strategies for Customer-Centric Organizations.

Part II: CONSUMER DECISION MAKING.
3. The Consumer Decision Process.
4. Pre-Purchase Processes: Need Recognition, Search and Pre-Purchase Evaluation.
5. Purchase.
6. Post-Purchase Processes: Consumption and Post-ConsumptionEvaluations.

Part III: INDIVIDUAL DETERMINANTS OF CONSUMERBEHAVIOR.
7. Demographics, Psychographics and Personality.
8. Consumer Motivation.
9. Consumer Knowledge.
10. Consumer Beliefs, Feelings, Attitudes and Intentions.

Part IV: INFLUENCING CONSUMER BEHAVIOR.
11. Culture, Ethnicity and Social Class.
12. Family and Household Influences.
13. Group and Personal Influence.

Part V: INFLUENCING CONSUMER BEHAVIOR.
14. Making Contact.
15. Shaping Consumers' Opinions.
16. Helping Consumers to Remember.