Consumer behavior : building marketing strategy

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. Cover Page ......Page 1 Title Page ......Page 2 Copyright Page ......Page 3 Preface ......Page 4 Brief Contents ......Page 16 Contents ......Page 18 Part One: Introduction......Page 25 CHAPTER ONE: Consumer Behavior and Marketing Strategy......Page 28 Applications of Consumer Behavior......Page 32 Marketing Strategy and Consumer Behavior......Page 34 Market Analysis Components......Page 37 Market Segmentation......Page 39 Marketing Strategy......Page 42 Outcomes......Page 46 The Nature of Consumer Behavior......Page 49 The Meaning of Consumption......Page 53 Summary......Page 54 Part Two: External Influences......Page 59 CHAPTER TWO: Cross-Cultural Variations in Consumer Behavior......Page 62 The Concept of Culture......Page 65 Variations in Cultural Values......Page 67 Cultural Variations in Nonverbal Communications......Page 79 Global Cultures......Page 86 Global Demographics......Page 89 Cross-Cultural Marketing Strategy......Page 91 Summary......Page 94 CHAPTER THREE: The Changing American Society:Values......Page 104 Changes in American Cultural Values......Page 105 Marketing Strategy and Values......Page 116 Summary......Page 130 CHAPTER FOUR: The Changing American Society: Demographics and Social Stratification......Page 138 Demographics......Page 139 Understanding American Generations......Page 147 Social Stratification......Page 158 Social Structure in the United States......Page 159 The Measurement of Social Class......Page 166 Social Stratification and Marketing Strategy......Page 168 Summary......Page 169 CHAPTER FIVE: The Changing American Society:Subcultures......Page 178 The Nature of Subcultures......Page 179 Ethnic Subcultures......Page 181 African Americans......Page 183 Hispanics......Page 188 Asian Americans......Page 195 Native Americans......Page 199 Asian-Indian Americans......Page 200 Arab Americans......Page 201 Religious Subcultures......Page 202 Regional Subcultures......Page 206 Summary......Page 207 CHAPTER SIX: The American Society: Families and Households......Page 216 The Nature of American Households......Page 218 The Household Life Cycle......Page 220 Marketing Strategy Based on the Household Life Cycle......Page 229 Family Decision Making......Page 230 Marketing Strategy and Family Decision Making......Page 236 Consumer Socialization......Page 237 Marketing to Children......Page 240 Summary......Page 241 CHAPTER SEVEN: Group Influences on Consumer Behavior......Page 248 Types of Groups......Page 249 Reference Group Influences on the Consumption Process......Page 256 Marketing Strategies Based on Reference Group Influences......Page 260 Communications within Groups and Opinion Leadership......Page 261 Diffusion of Innovations......Page 271 Summary......Page 279 PART TWO CASES......Page 287 Part Three: Internal Influences......Page 297 CHAPTER EIGHT: Perception......Page 300 The Nature of Perception......Page 301 Exposure......Page 302 Attention......Page 306 Interpretation......Page 316 Perception and Marketing Strategy......Page 325 Summary......Page 330 CHAPTER NINE: Learning, Memory, and Product Positioning......Page 340 Nature of Learning and Memory......Page 341 Memory’s Role in Learning......Page 342 Learning Under High and Low Involvement......Page 348 Learning, Memory, and Retrieval......Page 357 Brand Image and Product Positioning......Page 365 Brand Equity and Brand Leverage......Page 370 Summary......Page 373 CHAPTER TEN: Motivation, Personality, and Emotion......Page 382 The Nature of Motivation......Page 383 Motivation Theory and Marketing Strategy......Page 390 Personality......Page 396 The Use of Personality in Marketing Practice......Page 398 Emotion......Page 401 Emotions and Marketing Strategy......Page 402 Summary......Page 406 CHAPTER ELEVEN: Attitudes and Influencing Attitudes......Page 414 Attitude Components......Page 415 Attitude Change Strategies......Page 423 Individual and Situational Characteristics That Influence Attitude Change......Page 427 Communication Characteristics That Influence Attitude Formation and Change......Page 430 Market Segmentation and Product Development Strategies Based on Attitudes......Page 439 Summary......Page 441 CHAPTER TWELVE: Self-Concept and Lifestyle......Page 450 Self-Concept......Page 451 The Nature of Lifestyle......Page 457 The VALSTM System......Page 462 Geo-Lifestyle Analysis (PRIZM)......Page 467 International Lifestyles......Page 470 Summary......Page 471 PART THREE CASES......Page 477 Part Four: Consumer Decision Process......Page 489 CHAPTER THIRTEEN: Situational Influences......Page 492 The Nature of Situational Influence......Page 493 Situational Characteristics and Consumption Behavior......Page 497 Ritual Situations......Page 506 Situational Influences and Marketing Strategy......Page 508 Summary......Page 510 CHAPTER FOURTEEN: Consumer Decision Process and Problem Recognition......Page 518 Types of Consumer Decisions......Page 519 The Process of Problem Recognition......Page 522 Uncontrollable Determinants of Problem Recognition......Page 527 Marketing Strategy and Problem Recognition......Page 528 Summary......Page 535 CHAPTER FIFTEEN: Information Search......Page 540 The Nature of Information Search......Page 541 Types of Information Sought......Page 542 Sources of Information......Page 546 Amount of External Information Search......Page 554 Costs versus Benefits of External Search......Page 556 Marketing Strategies Based on Information Search Patterns......Page 560 Summary......Page 564 CHAPTER SIXTEEN: Alternative Evaluation and Selection......Page 572 How Consumers Make Choices......Page 573 Evaluative Criteria......Page 579 Individual Judgment and Evaluative Criteria......Page 584 Decision Rules for Attribute-Based Choices......Page 587 Summary......Page 595 CHAPTER SEVENTEEN: Outlet Selection and Purchase......Page 604 Outlet Choice versus Product Choice......Page 605 The Retail Scene......Page 606 Attributes Affecting Retail Outlet Selection......Page 616 Consumer Characteristics and Outlet Choice......Page 622 In-Store and Online Infl uences on Brand Choices......Page 625 Purchase......Page 633 Summary......Page 634 CHAPTER EIGHTEEN: Postpurchase Processes, Customer Satisfaction, and Customer Commitment......Page 644 Postpurchase Dissonance......Page 646 Product Use and Nonuse......Page 648 Disposition......Page 652 Purchase Evaluation and Customer Satisfaction......Page 656 Dissatisfaction Responses......Page 659 Customer Satisfaction, Repeat Purchases, and Customer Commitment......Page 663 Summary......Page 670 PART FOUR CASES......Page 679 Part Five: Organizations as Consumers......Page 687 CHAPTER NINETEEN: Organizational Buyer Behavior......Page 690 Organizational Purchase Process......Page 692 External Factors Influencing Organizational Culture......Page 703 Internal Factors Influencing Organizational Culture......Page 708 Summary......Page 710 PART FIVE CASES......Page 716 Part Six: Consumer Behavior and Marketing Regulation......Page 719 CHAPTER TWENTY: Marketing Regulation and Consumer Behavior......Page 722 Regulation and Marketing to Children......Page 723 Regulation and Marketing to Adults......Page 733 Summary......Page 742 PART SIX CASES......Page 748 Appendix A: Consumer Research Methods......Page 750 Appendix B: Consumer Behavior Audit......Page 761 Photo Credits......Page 768 Indexes......Page 770 Cover Page 1 Title Page 2 Copyright Page 3 Preface 4 Brief Contents 16 Contents 18 Part One: Introduction 25 CHAPTER ONE: Consumer Behavior and Marketing Strategy 28 Applications of Consumer Behavior 32 Marketing Strategy and Consumer Behavior 34 Market Analysis Components 37 Market Segmentation 39 Marketing Strategy 42 Consumer Decisions 46 Outcomes 46 The Nature of Consumer Behavior 49 The Meaning of Consumption 53 Summary 54 Part Two: External Influences 59 CHAPTER TWO: Cross-Cultural Variations in Consumer Behavior 62 The Concept of Culture 65 Variations in Cultural Values 67 Cultural Variations in Nonverbal Communications 79 Global Cultures 86 Global Demographics 89 Cross-Cultural Marketing Strategy 91 Summary 94 CHAPTER THREE: The Changing American Society:Values 104 Changes in American Cultural Values 105 Marketing Strategy and Values 116 Summary 130 CHAPTER FOUR: The Changing American Society: Demographics and Social Stratification 138 Demographics 139 Understanding American Generations 147 Social Stratification 158 Social Structure in the United States 159 The Measurement of Social Class 166 Social Stratification and Marketing Strategy 168 Summary 169 CHAPTER FIVE: The Changing American Society:Subcultures 178 The Nature of Subcultures 179 Ethnic Subcultures 181 African Americans 183 Hispanics 188 Asian Americans 195 Native Americans 199 Asian-Indian Americans 200 Arab Americans 201 Religious Subcultures 202 Regional Subcultures 206 Summary 207 CHAPTER SIX: The American Society: Families and Households 216 The Nature of American Households 218 The Household Life Cycle 220 Marketing Strategy Based on the Household Life Cycle 229 Family Decision Making 230 Marketing Strategy and Family Decision Making 236 Consumer Socialization 237 Marketing to Children 240 Summary 241 CHAPTER SEVEN: Group Influences on Consumer Behavior 248 Types of Groups 249 Reference Group Influences on the Consumption Process 256 Marketing Strategies Based on Reference Group Influences 260 Communications within Groups and Opinion Leadership 261 Diffusion of Innovations 271 Summary 279 PART TWO CASES 287 Part Three: Internal Influences 297 CHAPTER EIGHT: Perception 300 The Nature of Perception 301 Exposure 302 Attention 306 Interpretation 316 Perception and Marketing Strategy 325 Summary 330 CHAPTER NINE: Learning, Memory, and Product Positioning 340 Nature of Learning and Memory 341 Memory’s Role in Learning 342 Learning Under High and Low Involvement 348 Learning, Memory, and Retrieval 357 Brand Image and Product Positioning 365 Brand Equity and Brand Leverage 370 Summary 373 CHAPTER TEN: Motivation, Personality, and Emotion 382 The Nature of Motivation 383 Motivation Theory and Marketing Strategy 390 Personality 396 The Use of Personality in Marketing Practice 398 Emotion 401 Emotions and Marketing Strategy 402 Summary 406 CHAPTER ELEVEN: Attitudes and Influencing Attitudes 414 Attitude Components 415 Attitude Change Strategies 423 Individual and Situational Characteristics That Influence Attitude Change 427 Communication Characteristics That Influence Attitude Formation and Change 430 Market Segmentation and Product Development Strategies Based on Attitudes 439 Summary 441 CHAPTER TWELVE: Self-Concept and Lifestyle 450 Self-Concept 451 The Nature of Lifestyle 457 The VALSTM System 462 Geo-Lifestyle Analysis (PRIZM) 467 International Lifestyles 470 Summary 471 PART THREE CASES 477 Part Four: Consumer Decision Process 489 CHAPTER THIRTEEN: Situational Influences 492 The Nature of Situational Influence 493 Situational Characteristics and Consumption Behavior 497 Ritual Situations 506 Situational Influences and Marketing Strategy 508 Summary 510 CHAPTER FOURTEEN: Consumer Decision Process and Problem Recognition 518 Types of Consumer Decisions 519 The Process of Problem Recognition 522 Uncontrollable Determinants of Problem Recognition 527 Marketing Strategy and Problem Recognition 528 Summary 535 CHAPTER FIFTEEN: Information Search 540 The Nature of Information Search 541 Types of Information Sought 542 Sources of Information 546 Amount of External Information Search 554 Costs versus Benefits of External Search 556 Marketing Strategies Based on Information Search Patterns 560 Summary 564 CHAPTER SIXTEEN: Alternative Evaluation and Selection 572 How Consumers Make Choices 573 Evaluative Criteria 579 Individual Judgment and Evaluative Criteria 584 Decision Rules for Attribute-Based Choices 587 Summary 595 CHAPTER SEVENTEEN: Outlet Selection and Purchase 604 Outlet Choice versus Product Choice 605 The Retail Scene 606 Attributes Affecting Retail Outlet Selection 616 Consumer Characteristics and Outlet Choice 622 In-Store and Online Infl uences on Brand Choices 625 Purchase 633 Summary 634 CHAPTER EIGHTEEN: Postpurchase Processes, Customer Satisfaction, and Customer Commitment 644 Postpurchase Dissonance 646 Product Use and Nonuse 648 Disposition 652 Purchase Evaluation and Customer Satisfaction 656 Dissatisfaction Responses 659 Customer Satisfaction, Repeat Purchases, and Customer Commitment 663 Summary 670 PART FOUR CASES 679 Part Five: Organizations as Consumers 687 CHAPTER NINETEEN: Organizational Buyer Behavior 690 Organizational Purchase Process 692 Organizational Culture 703 External Factors Influencing Organizational Culture 703 Internal Factors Influencing Organizational Culture 708 Summary 710 PART FIVE CASES 716 Part Six: Consumer Behavior and Marketing Regulation 719 CHAPTER TWENTY: Marketing Regulation and Consumer Behavior 722 Regulation and Marketing to Children 723 Regulation and Marketing to Adults 733 Summary 742 PART SIX CASES 748 Appendix A: Consumer Research Methods 750 Appendix B: Consumer Behavior Audit 761 Photo Credits 768 Indexes 770 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. .