Consumer Behaviour
The second European edition of Schiffman and Kanuk's classic Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy, how they evaluate their purchase, and how they ultimately dispose of it. The text has been thoroughly adapted and revised to reflect European conditions, and to focus attention on critical concepts in consumer behaviour. The authors discuss the effects of family, social class, culture and subculture on the decision-making process, and, by taking a psychological approach, illuminate the ways in which marketers apply the pri
1 online resource (481 pages)
1027202935
Cover; Consumer behaviour; Brief contents; Contents; Part 1 introduction; An introduction to the study of consumer behaviour; Development of the marketing concept and the discipline of consumer behaviour; Customer value, satisfaction and retention; The impact of digital technologies on marketing strategies; Marketing ethics and social responsibility; Consumer behaviour and decision-making are interdisciplinary; The plan of this book; Summary; Consumer research; Consumer research paradigms; The consumer research process; Summary; Market segmentation; What is market segmentation? Criteria for effective targeting of segmentsBases for segmentation; Implementing segmentation strategies; Summary; Part 2 the consumer as an individual; Consumer decision-making; What is a decision?; Levels of consumer decision-making; Models of consumers: four views of consumer decision-making; A model of consumer decision-making; Consumer gifting behaviour; Beyond the decision: consuming and possessing; Summary; Consumer motivation; Motivation as a psychological force; The dynamics of motivation; Types and systems of needs; Motivational research; Summary; Personality and consumer behaviour. What is personality?Theories of personality; Personality and understanding consumer diversity; Brand personality; Self and self-image; Virtual personality or self; Summary; Consumer perception; Elements of perception; Dynamics of perception; Consumer imagery; Perceived risk; Ethics and consumer perception; Summary; Consumer learning; The elements of consumer learning; Behavioural learning theories; Cognitive learning theory; Measures of consumer learning; Ethics and consumer learning; Summary; Consumer attitude formation and change; What are attitudes?; Structural models of attitudes. Attitude formationStrategies of attitude change; Behaviour can precede or follow attitude formation; Summary; Communication and consumer behaviour; Components of communication; The communications process; Designing persuasive communications; Marketing communication and ethics; Summary; Part 3 consumers in their social and cultural settings; Reference groups and family influences; What is a group?; Understanding the power of reference groups; Selected consumer-related reference groups; Celebrity and other reference group appeals; The family is a concept in flux; Socialisation of family members. Other functions of the familyFamily decision-making and consumption-related roles; The family life cycle; Summary; Social class and consumer behaviour; What is social class?; The measurement of social class; Lifestyle profiles of the social classes; Social-class mobility; The affluent consumer; Middle-class consumers; The working class and other non-affluent consumers; Recognising the â#x80;#x98;techno-classâ#x80;#x99;; Summary; The influence of culture and subculture on consumer behaviour; What is culture?; The invisible hand of culture; Culture satisfies needs; Culture is learned; Culture is shared
Culture is dynamic