Consumer Behavior

CONSUMER BEHAVIOR introduces the reader to the discipline of consumer behavior by defining and describing its scope and importance, discussing the marketing function, and providing numerous examples of consumer-behavior relevance in managerial decision making. The authors' simplified framework of consumer behavior is presented, which serves as a foundation for studying and understanding the subject. Consumer behavior is of increasing interest to students who are not marketing majors, and some of them may be unfamiliar with important characteristics of the consumer market and the concept and methods of market segmentation. Consequently, consumer characteristics are discussed with a view toward selecting target markets and developing marketing programs.

The Authors teaching experience has been that students, especially at the introductory level, are highly interested in discussions of potential and actual applications of these concepts. In addition to its motivating benefit, such an approach also allows students to gain a much greater appreciation of the conceptual material. Rather than just paying token attention to this, the text thoroughly incorporates marketing realism. For example, frequent reference is made to actual or potential applications of the concepts being discussed. In addition, questions and projects at the end of each chapter offer opportunities for experiential learning. Here, research may be conducted, decisions made, or other creative activities undertaken, bringing students closer to the real world of marketing.