Customer Behaviour
Consumer Behaviour and Beyond
Published on 6. August 1998
Book
Hardback
736 pages
978-0-03-098016-9 (ISBN)
Description
This text seeks to make a connection between customer behaviour principles and the elements of marketing strategy. It covers the behaviours of customers both in the household and the business market. It looks at three customer roles: user; payer; and buyer, addressing the concerns of all three roles. The book also approaches the established topics of culture and reference groups, demographics and psychographics, perceptions, learning, motivation, attitudes, decision-making, and post-choice experience. It also includes such managerial applications as segamentation as a response to customer differences, relationship marketing, and strategies for creating market values for the customer.
Reviews / Votes
"The content is comprehensive, the style is accessible, the examples and illustrations are first class...marketing students should read Customer Behavior; it has a lot of salutary messages for marketing practitioners, marketing managers, and marketing strategists as well." 3/4Dr. Ted Johns, CIM Senior ExaminerMore details
Language
English
Place of publication
Mason, OH
United States
Publishing group
Cengage Learning, Inc
Target group
College/higher education
Professional and scholarly
Illustrations
colour illustrations, colour maps, colour facsimiles
Dimensions
Height: 261 mm
Width: 210 mm
Thickness: 35 mm
Weight
1742 gr
ISBN-13
978-0-03-098016-9 (9780030980169)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
02/2003
2nd Edition
South-Western
€90.55
Article is exhausted; no reprint
Content
Section I. The Customer: Key to Market Success. Managerial Importance of Customer Behaviour. Three Roles of a Customer: User, Payer, Buyer. Market Values Customers Seek. Section II. Determinants of Customer Behaviour. Market Characteristics: Climate, Topography, and Ecology. Market Context: Economy, Government, and Technology. Personal Context: Culture, Reference Groups, & Personal Wealth. Personal Characteristics: Genetics, Race, Gender, Age, & Personality. Trends in Determinants of Customer Behaviour. Section III. The Customer's Mindset. The Customer as a Perceiver and a Learner. Customer Motivation: Needs, Emotions, and Psychographics. Customer Attitudes: Cognitive and Affective. Researching Customer Behaviour. Segmentation and Differentiation: Responding to Customer Differences. Section IV. Customer Decision Making. Individual Customer Decision Making. Household Customer Decision Making. Business and Government Customer Decision Making. Intermediary Customer Decision Making. Section V. Customer Focused Marketing. Customer Loyalty to Products and Stores. Customer Relationship Management. Creating Market Values for the Customer.