Consumer Behavior (12th Edition)

Description

Consumer Behavior, 12th Edition explores how the examination and application of consumer behavior is central to the planning, development, and implementation of successful marketing strategies. Additionally, the present edition has been molded keeping in mind that the Indian marketing context has several unique aspects that are different from a developed market. The diversity and nuances of such a context have been captured in the back of conceptual frameworks. With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand management, advertising, and consumer research. The 12th Edition has been significantly updated to address contemporary trends and issues, including.

Key Features

• The impact of modern technology on marketing and consumer behavior, with coverage of the value exchange between consumers and marketers, astute positioning, and more.
• The role of new media providing students with a thorough understanding of how marketers can engage with consumers across social media platforms, manage successful, targeted campaigns, and track and measure the results.
• A new section exploring the hidden motives have on consumer behavior in Chapter 3.
• Inclusion of updated cases and selected features such as the “Touch of Reality” that connects concepts with the reality of Indian context and “Conceptual Theme” elaborating the application of theoretical concepts.
• Application of classical theories as well as the appreciation of contemporary research.
• Dozens of new ad illustrations, including of Indian brands like Tata, Soulful, Peter England, and Yakult, to help students visualize how the topics discussed real marketing decisions.

Table of Contents

1. PART I Consumers, Marketers, and Technology
   1. Consumer Behavior and Technology
   2. Market Segmentation and Real-Time Bidding
2. PART II The Consumer as an Individual
   1. Consumer Motivation and Personality
   2. Consumer Perception and Positioning
   3. Consumer Learning
   4. Consumer Attitude Formation and Change
3. PART III Communication and Consumer Behavior
   1. Persuading Consumers
   2. From Print and Broadcast to Social Media and Mobile Advertising
   3. Reference Groups and Communities, Opinion Leaders, and Word-of-Mouth
4. PART IV Social and Cultural Settings
   1. The Family and Its Social Standing
   2. Cultural Values and Consumer Behavior
   3. Cross-Cultural Consumer Behavior: An International Perspective
5. PART V Consumer Decision-Making, Marketing Ethics, and Consumer Research
   1. Consumer Decision-Making and Diffusion of Innovations
   2. Marketers’ Ethics and Social Responsibility
   3. Consumer Research