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This book is a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.
List of contents
Part One: Introduction
Chapter One: Consumer Behavior and Marketing Strategy
Part Two: External Influences
Chapter Two: Cross-Cultural Variations in Consumer Behavior
Chapter Three: The Changing American Society: Values
Chapter Four: The Changing American Society: Demographics and Social Stratification
Chapter Five: The Changing American Society: Subcultures
Chapter Six: The American Society: Families and Households
Chapter Seven: Group Influences on Consumer Behavior
Part Two Cases: Cases 2-1 through 2-9
Part Three: Internal Influences
Chapter Eight: Perception
Chapter Nine: Learning, Memory, and Product Positioning
Chapter Ten: Motivation, Personality, and Emotion
Chapter Eleven: Attitudes and Influencing Attitudes
Chapter Twelve: Self-Concept and Lifestyle
Part Three Cases: Cases 3-1 through 3-10
Part Four: Consumer Decision Process
Chapter Thirteen: Situational Influences
Chapter Fourteen: Consumer Decision Process and Problem Recognition
Chapter Fifteen: Information Search
Chapter Sixteen: Alternative Evaluation and Selection
Chapter Seventeen: Outlet Selection and Purchase
Chapter Eighteen: Postpurchase Processes, Customer Satisfaction, and Customer Commitment
Part Four Cases: Cases 4-1 through 4-8
Part Five: Organizations as Consumers
Chapter Nineteen: Organizational Buyer Behavior
Part Five Cases: Cases 5-1 through 5-2
Part Six: Consumer Behavior and Marketing Regulation
Chapter Twenty: Marketing Regulation and Consumer Behavior
Part Six Cases: Cases 6-1 through 6-2
Appendix A: Consumer Behavior Research Methods
Appendix B: Consumer Behavior Audit
About the author
Delbert I. Hawkins is C. H. Lundquist Professor of Marketing and Chair of the Marketing Department at the University of Oregon.
