Consumer behavior / William D. Wells, David Prensky.
Publication details: New York : J. Wiley, c1996.Description: 1 v. (various pagings) : col. ill. ; 27 cmISBN:- 9780471596417
- 0471596418 (cloth : alk. paper)
- 658.8342 20 WEL
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
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Book Open Access
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Engineering Library | 658.8342 WEL 1 (Browse shelf(Opens below)) | 1 | Available | BUML24010029 |
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| 658.8342 HOY 1 Consumer behavior / | 658.8342 PET 1 Consumer behavior and marketing strategy / J. Paul Peter, Jerry C. Olson. | 658.8342 SCH 1 Consumer behavior / | 658.8342 WEL 1 Consumer behavior / | 658.84 GRO The direct marketer's idea book / | 658.84 TUR 1 Electronic Commerce 2002 / | 658.85 ALE 1 Non-manipulative selling / |
Contents;
Chapter 1: An introduction to consumer behavior
What is consumer behavior?
An approach to the analysis of consumer behavior
Consumer behavior actors
etc.
Chapter 2: A framework for the study of consumer behavior
Consumer purchase activities
Variations in purchase activities
Consumer background characteristics
etc.
Chapter 3: Marketers and consumer behavior
The role of consumer behavior in marketing strategy
Market segmentation
Product positioning and the marketing mix
etc.
Chapter 4: Culture and vision
Culture
International marketing strategies
Core values and their measurements
etc.
Chapter 5: Demographic subcultures
The base of demographic differences
Gender
Age
etc.
Chapter 6: Personality, lifestyle, and psychographics
Personality, lifestyle, and psychographics personality
Lifestyle and psychographics
etc.
Chapter 7: Reference groups, communities, and families
Why select a reference group?
Types of reference groups
The influence of reference groups
etc,
Chapter 8: Consumer motivation and needs
Motivation
Approaches to consumer motivation
Identifying consumer benefits
etc.
Chapter 9: Perception
Defining perception
Perceptual selection and organization
Interpreting marketing imagery
etc.
Chapter 10: Learning
Learning
Behavioral learning theory
Cognitive learning theory
etc.
Chapter 11: Attitude formation and change
Attitude formation
Attitude models
Measuring attitudes
etc.
Chapter 12: Consumer decision making
Levels of decision making
The decision making process, search for alternatives
Evaluation of alternatives
etc.
Chapter 13: High and low involvement decision making
Motivation and involvement
High involvement purchases
Low involvement purchases
etc.
Chapter 14: Purchase and usage behavior
Activities in purchase and usage behavior
Influences on purchase and usage activities
Post-purchase activities
Chapter 15: Marketing communication
The communication process
Two perspectives on consumers
Integrated marketing communications
etc.
Chapter 16: Interpersonal communication and opinion leadership
Interpersonal communication
Word-of-mouth communication
Theories of the flow of communication
etc.
Chapter 17: New product planning
Types of new product innovations
The diffusion of an innovation in a market
The adoption process
etc.
Includes bibliographical references and indexes.
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