Consumer Behaviour

Description

Consumer Behaviour is a comprehensive textbook designed to meet the requirements of post graduate management students specializing in marketing. While dealing with the consumption choices and behaviour of individuals from socio-cultural and psychological point of view, it also describes contemporary concepts such as online buying behaviour and consumer engagement marketing which promises to change the face of marketing forever.

The book has been divided into 6 parts. Part I, Overview of Consumer Behaviour (CB) gives an outline of the subject including consumer decision making models, consumer analysis, segmentation and strategy. The nature of B2B buying behaviour and its difference from consumer buying behaviour has also been discussed. Part II, Consumer as an Individual is devoted to understanding the effect of personality, motivation, perception, and attitude of an individual on their buying behaviour. Part III, Influences on CB gives an insight into how family, class and culture impact consumption behaviour of customers.

Part IV, Modifying CB discusses innovations and adoption of new ideas by companies for designing marketing communications for their products. Part V, Analysing CB describes the consumer research process and approaches used by companies to build long term loyalties with customers. Part VI, The Modern Consumer talks of the exploding social media usage in which the power of brands is shifting from companies to consumers. Ethics and CSR policies used by marketing organizations have also been covered.

Owing to the inclusion of numerous real life examples and discussion of the changing nature of CB, the book would also be an interesting read for young professionals in this field.

Table of contents

Part 1: Overview of Consumer Behaviour
Chapter 1: Introduction to Consumer Behaviour
Chapter 2: Consumer Analysis, Segmentation, & Strategy
Chapter 3: Consumer Decision Making Models
Chapter 4: B2B Buying Behaviour

Part 2: The Consumer as an Individual
Chapter 5: Personality and the Consumer
Chapter 6: Consumer Motivation
Chapter 7: Consumer Perception
Chapter 8: Consumer Learning
Chapter 9: Consumer Attitudes and Change

Part 3: Influences on Consumer Behaviour
Chapter 10: Family and Social Class
Chapter 11: Culture and Consumer Behaviour

Part 4: Modifying Consumer Behaviour
Chapter 12: Consumer Influence and Diffusion of Innovation
Chapter 13: Communications and Consumer Behaviour

Part 5: Analysing Consumer Behaviour
Chapter 14: Consumer Research
Chapter 15: Consumption and Post Purchase Behaviour

Part 6: The Modern Consumer
Chapter 16: Online Buying Behaviour
Chapter 17: Consumer Engagement and Equity
Chapter 18: Ethics and Social Responsibility