Consumer Behavior

Part 1 Introduction: consumer behaviour and marketing strategy. Part 2 External influences: cross-cultural variations in consumer behaviour; 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 infuences on consumer behaviour; part 2 cases. Part 3 Internal influences: perception; learning, memory and product positioning; motivation, personality and emotion; attitides and influencing attitudes; self-concept and lifestyle; part 3 cases. Part 4 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; part 4 cases. Part 5 Organizations as consumers: organizational buyer behaviour; part 5 cases. Part 6 Consumer behaviour and marketing regulation; marketing regulation and consumer behaviour; part 6 cases; appendices.