Want to better understand why consumers think and act the way they do? This
practical guide gives you the tools to identify the influences that affect
their purchasing behavior. It also shows you how to apply that knowledge as
you develop a marketing strategy that speaks directly to their needs. You'll
see how to capture their attention, motivate them to purchase your products
and services, earn their loyalty, and much more.
Table Of Contents:
Part I: Introduction to Consumer Behavior.
Chapter 1: Consumer Behavior: The Basics.
Chapter 2: Understanding How Consumers Make Purchase Decisions.
Chapter 3: Applying Consumer Behavior to Marketing Strategy.
Part II: Delving Into the Psychology of the Individual Consumer.
Chapter 4: Recognizing Need and Desire: Motivation and Emotion.
Chapter 5: Supplying Information and Infl uencing Perception.
Chapter 6: Uncovering Attitudes: General and Lasting Evaluations.
Chapter 7: Defi ning the Role of Identity: Self-Concepts and Lifestyle.
Part III: Consumers in Their Social and Cultural Settings.
Chapter 8: Cultural Influences.
Chapter 9: The Infl uences of Household Structure and Role.
Chapter 10: The Power of the Masses: Group Influences.
Chapter 11: Defying Legislated or Moral Laws: Consumer Misbehavior.
Part IV: Crafting Your Marketing Strategy.
Chapter 12: Conducting Market Research.
Chapter 13: Identifying Target Markets through Segmentation.
Chapter 14: Unearthing New Market Opportunities.
Part V: Implementing Your Strategy with a Marketing Plan.
Chapter 15: Understanding Marketing Ethics.
Chapter 16: Evoking Awareness through Positioning.
Chapter 17: Leading Customers from Attention to Action.
Chapter 18: Convincing Consumers to Adopt New Products or Changes in Terms.
Chapter 19: Cultivating Customer Loyalty.
Part VI: The Part of Tens.
Chapter 20: Ten Easy Ways to Enhance CustomerSatisfaction.
Chapter 21: Ten Special Considerations for Business-to-Business Marketing.