Consumer behaviour : text and cases

Description

Cover Contents 1 Consumer Behaviour: An Introduction Relevance of Studying Consumer Behaviour Changing Faces of Consumer Behaviour and Decision-Making Concept of Consumer Behaviour Development and Emergence of Consumer Behaviour Concept in Marketing Historical Aspects of Consumer Research and Behaviour The Classical Thought Managerial School of Thought Behavioural School of Thought Process of Consumer Research Signifi cance of Understanding Consumer Behaviour in Marketing Summary Objective Type Questions Review Questions Activities Reference Additional Reading Case 1: Evaluating the Consumers’ Preferences for Motor Cycles in Rural India Case 2: Use of the Marketing Mix in New Product Launch 2 Models of Consumer Behaviour and Decision-Making Traditional Models Contemporary Models Summary Objective Type Questions Review Questions Activities References Additional Reading Case: Taking Recourse to Precaution for Prevention—Selling Preventions the Indus Health Plus Way 3 Consumer Personality Meaning and Defi nition of Personality Nature and Properties of Personality Theories of Personality Dimensions of Human Personality and the Consumer Behaviour Applications of Consumer Behaviour in Marketing and Other Fields Understanding the Concept of the Image of Self Summary Objective Type Questions Review Questions Activities References Additional Reading Case: Nike—Retaining Market Leadership in Sports Shoes 4 Consumer Attitude Attitude Formation Levels of Commitment to an Attitude Theories Propounding Attitude Models of Attitude Learning Hierarchies Attitude Changes Summary Objective Type Questions Review Questions Activities References Additional Reading Case: Online Education in India—An Attitude Problem? 5 Consumer Motivation Needs and Goals Characterization of Motivation Typology of Needs Theories of Needs Levels of Involvement Measures of Involvement Values Measuring Values Motivation Research Summary Objective Type Questions Review Questions References Additional Reading Case: Cotton Prices Hit South Asian Markets 6 Consumer Learning and Memory Theories of Learning Why should Marketers’ Care about Consumers’ Memory? Development of Brand Loyalty and Brand Equity Levels of Involvement Summary Objective Type Questions Review Questions Activities References Additional Reading Case: ICC Cricket World Cup 2011 7 Consumer Perception Process of Perception Perceptual Organization Sensory Systems Perceptual Distortion Concepts Underlying Perception Factors Infl uencing Perception Consumer Image and Marketing Perception Perception of Risk Summary Objective Type Questions Review Questions Activities References Additional Reading Case: Slumdog Millionaire 8 Influence of Social Classes on Consumer Behaviour Concept of Social Classes Social Stratifi cation and Social Class Concept of Socio-Economic Class Process of Social Stratifi cation Social Stratifi cation Systems Factors Responsible for Social Stratifi cation Culture Variance Social Class Characteristics Social Infl uence on Consumer Behaviour Group Infl uence and Consumer Behaviour Personal Factors Psychological Factors Defi nition and Meaning of Culture How does Culture Interest a Marketer Constituents of Culture Cultural Values Characteristics of Culture Cross Cultural Marketing Challenges Firms Face in Cross Cultural Marketing Strategies for Dealing with Cross Cultural Differences Subculture and Consumer Behaviour Summary Objective Type Questions Review Questions Activities References Additional Reading Case: Chandigarh Housing Board—Categorizing Housing Schemes for Consumers 9 Group Influences Factors Infl uencing Reference Groups Types and Nature of Reference Groups Reference Group and Consumer Conformity Benefi ts of Reference Group Appeals Group Infl uences in Real-World Marketing Summary Objective Type Questions Review Questions Activities References Additional Reading Case: Sri Lanka’s Big National Push Towards a Connected Society 10 Process of Consumer Decision-Making Consumer Decision-making How do Customers Decide to Buy? Five Stages of Consumer Buying Decision Process Customer Buying Process for New Products Buying Motives Types of Buying Decisions Decision-making Models of Consumer Behaviour Consumer Decision-making in the Households Types of Families Life Cycle Stages of a Family Life Cycle Stages of a Nontraditional Family Decision-making Model in Modern Household Buying Roles Concept and Process of Innovation The Concept of Adoption Opinion Leaders Summary Objective Type Questions Review Questions Activities References Additional Reading Case: The Story of Innovation of a Single Car Key to Replace Multiple Car Keys 11 Consumer Communication Process Concept of Communication Technological Advancements and Communication Understanding Communication Communication Establishes Meaning Understanding the Spread of Communication Confl ict and Communication Media and Communications Psychology Human Communication The Concept of Oral Communication Communication Noise Elements of Communication Process Functioning of the Communication Process Elements of Communication Models of Communication Marketing Communication Elements of Marketing Communication Establishing Promotional Strategy as a Communication Tool Summary Objective Type Questions Review Questions Activities References Additional Reading Case: Innovative Consumer Communication by Mercedes Benz UK 12 Relationship Marketing and Consumer Behaviour Introduction Defi nition of Relationship Marketing Relationship Marketing vs Transactional Marketing Concept of Relationship Marketing Process of Relationship Structure Consumer Relationship Building Strategy in Relationship Marketing Four Level Structures of Customer Relationship Strategies Customer Relationship and Brand Loyalty Building Brand Loyalty Pyramid Customer Relationship and Customer Satisfaction Features that Customers Look for in Establishing a Satisfying Marketing Relationships Customer Relationship Optimization with Effective Communication Summary Objective Type Questions Review Questions Activity References Additional Reading Case: Jet Airways—Establishing Relationship Marketing Through Frequent Fliers’ Programme 13 Market Segmentation Introduction What does Market Segmentation Mean? Objectives of Market Segmentation Process of Market Segmentation Criteria for Selecting Segmentation Methods of Market Segmentation Developing a Target Market Strategy Some of the Common Mistakes of Market Segmentation Summary Objective Type Questions Review Questions Activities References Additional Reading Case: Market Segmentation by Maruti Udyog Limited 14 Consumerism and Consumer Movements: A Historical Perspective Defi nition of Consumer Culture Defi nition of Consumerism Agencies that Infl uence Consumerism and Consumer Movements Factors Contributing to Consumerism and Consumer Movements Historical Perspective of Consumer Movement in US Historical Perspective of Consumer Movement in India Current Scenario of Indian Consumerism Government’s Role and Responsibility Towards Consumerism Consumer Protection Act, 1986 The Monopolies and Restrictive Trade Practices Act (MRTP) Act, 1969 Advantages of Consumerism Summary Objective Type Questions Review Questions Activities References Additional Reading Case: Active Consumerism Taking Care of the Public Interest in Globalized India 15 Organizational Customer and Buying Behaviour Business Marketing Organizational Buyers Characteristics of Organizational/Industrial Markets Organizational Buying Decision-making approach and Buying Systems Factors that Infl uence Organizational Buyer Behaviour Organizational Buying Process Importance of Online Buying in Organizational Buying Summary Objective Type Questions Review Questions Activities Additional Reading Case: Negotiation and Value Analysis Index