Consumer behaviour : text and cases

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