Consumers Behavior

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Consumer Behavior : Contents

Detailed Contents

Part I: Introduction to Consumer Behavior

Chapter 1:Consumer Research
Consumer Research: The Paradigm Shift 5
Quantitative vs. Qualitative 5
Consumer Research Process 6
Defining the Research Problem and Developing Objectives 7
Exploratory Research and Analysis 7
Designing the Conclusive Research 8
Data Collection, Analysis and Findings Report 17
Consumer Research: Good Or Bad? 18

Chapter 2:Segmenting Consumers
Defining Market Segmentation 24
Bases for Segmentation 25
Geographic Segmentation 26
Demographic Segmentation 26
Psychological Segmentation 29
Psychographic Segmentation 29
Sociocultural Segmentation 30
Use-related Segmentation 31
Use-situation Segmentation 32
Benefit Segmentation 33
Hybrid Segmentation Approaches 33
Criteria for Effective Targeting of Market Segments 36
Market Segmentation Strategies 38
Concentration Strategy 37
Selective Segmentation Strategy 37
Product Specialization Strategy 37
Market Specialization Strategy 37
Full Market Coverage 37
Counter-segmentation Strategy 38

Part II: Consumer as Individual

Chapter 3: Motivation
Definition of Motivation 44
The Process of Motivation 45
Dynamic Nature of Motivation 45
Motives 46
Types of Motives 46
Role of Motives in Influencing Behavior 47
Classification of Motives 49
Motives Identified by McGuire 50
Motives identified by Henry Murray 51
Theories of Motivation 52
Maslow’s Theory of Need Hierarchy 53
Trio of Needs 55
Motivational Theory and Marketing Strategies 56
Motivational Research 56
Marketing Strategies Based on Motivation 58
Marketing Strategies Based on Motive Combinations 59
Involvement 59
Antecedents of Involvement 61
Types of Involvement 62
Techniques of Motivational Research 62
Qualitative Research Tools in Motivational Research 63

Chapter 4: Personality
Definition of Personality 69
Nature of Personality 69
Personality Reflects Individual Differences 69
Personality is Consistent and Enduring 69
Personality Can Change 69
Theories of Personality 69
Freudian Theory of Personality or Psychoanalytic Theory 70
Application of Freudian Theory in Consumer Behavior 71
Neo-Freudian Theories 74
Trait Theory 77
The Concept of Self 79
Single and Multiple Selves 81
Self and Situational Self 82
Methods of Self-concept Assessment 82

Chapter 5: Perception and Information Processing
Definition of Perception 87
Elements of Perception 88
Sensation 88
Absolute Threshold 90
Differential Threshold or Just Noticeable Difference (JND) 90
Subliminal Perception 91
Process of Perception and Information Processing 92
Exposure 93
Attention 94
Interpretation 96
Consumer Imagery 97
Product Image 97
Services Image 98
Perception in Marketing 98
Brand Development and Perceptual Mapping 98
Retail Stores 98

Chapter 6: Learning
Defining Learning 101
Characteristics of Learning 101
Motivation 102
Cues 102
Response 102
Reinforcement 103
Behavioral Learning Theories 103
Classical Conditioning 103
Instrumental Conditioning 105
Cognitive Learning Theories 106
Information Processing 106
Theory of Involvement 107
Brand Loyalty 109
Brand Equity 109
Product Positioning 109
Brand Leverage 110

Chapter 7: Attitudes and Consumer Behavior
Characteristics of Attitudes 114
Functional Theory of Attitudes 116
Utilitarian Function 117
Value-expressive Function 118
Ego-defense Function 118
Knowledge Function 118
Combination of Functions 119
Attitude Models 119
Tri-component Model 119
Shortcomings of Tri-component Model 120
Consistency of Components 121
Multi-attribute Model of Attitudes 121
Theory of Trying to Consume 124
Attitude toward the Ad Model 126
Formation of Attitudes 126
Classical Conditioning 126
Instrumental Conditioning 126
Cognitive Learning Theory 126
Measurement of Attitudes 127
Semantic Differential Scale 128
Likert Scale 128
Theories of Attitude Development 128
Theory of Cognitive Dissonance 128
Self-Perception Theory 129
Social judgment Theory 130
Balance Theory 130
Attitude Change 131
Changing the Function that the Product Serves 132
Associate the Product with a Famous Personality or an Established Organization 132
Changing Attitudes by Presenting the Product in a New Light 132
Change the Beliefs of the Consumer Regarding the Product 132
Try to Change the Perception of the Consumer 132
Involvement 133
Strategies followed by Marketers to Increase the Involvement of Consumers 133

Part III: Consumers in Social Context
Chapter 8: Reference Groups and Opinion Leadership
Defining Reference Groups 138
Reference Group Influence 139
Reference Groups and Conformity 142
Important Reference Groups and Appeals 142
Friends 142
Shopping Group 142
Work Groups 143
Virtual Communities 143
Brand Communities 143
Consumer-Action Groups 143
Celebrities 144
The Expert 145
The Common Man 146
The Executive and Employee Spokesperson 147
Spokes-Characters 148
Other Reference Group Appeals 148
Defining Opinion Leadership 148
Dynamics of Opinion Leadership 149
The Motivation behind Opinion Leadership 150
Types of Opinion Leaders 150
Identifying an Opinion Leader 153
Self-Designating Method 153
Sociometric Method 154
Key Informant Method 154
Objective Method 154
Communication and Opinion Leadership 154
Creating Buzz 155

Chapter 9: Family Influences
Defining Family 160
Types of Family Structures 163
Nontraditional Households 163
Pets as Family Members 164
Role of Family 164
Family Lifecycle 167
Traditional FLC 168
Non-Traditional FLC 170
Family Decision Making 171
Household Decisions 171
Sex Role and Decision-Making 172
Children as Decision Makers 173

Chapter 10: Social Class and Consumer Behavior
Defining Income 178
Defining Social Class 178
Social Stratification 179
Social Classes in India 180
Social Class Mobility 180
Social Class Measurement 181
Subjective Approach 181
Reputational Approach 181
Objective Approach 181
Problems with Measurement of Social Class 183
Geodemographic Clustering 183
Social Class and Consumer Behavior 184
Cultural Capital 184
The Affluent Consumer 184
Old Money and the Nouveaux Riche 186
Techno Class 187
Status Symbol 187
Chapter 11: Cultural Influences
Defining Culture 191
The Dynamics of Culture 192
Measuring Culture 197
Content Analysis 197
Consumer Fieldwork 197
Value Measurement Survey Instruments 197
Core Values 198
Defining Sub-Culture 198
Defining Cross-Cultural Influences 201
Country-of-origin Effects 202
Targeting Consumers across Cultures 203
Global versus Local 203
Cross-Cultural Marketing Mistakes 204

Part IV: Consumer as Decision Maker
Chapter 12:Diffusion of Innovation
The Diffusion Concept 212
Innovation 213
Channels of Communication 219
Social System 219
Time 221
A Profile of Consumer Innovator 227
Innovator as an Opinion Leader and Change Leader 228

Chapter 13: Consumer Decision-making
Defining Consumer Decisions 233
Consumers as Decision Makers 234
Types of Consumer Decisions 234
Consumer Decision-Making Process 236
Problem Recognition 237
Information Search 240
Alternative Evaluation and Selection 243
Modeling Consumer Decision-Making 246
Howard-Sheth Model of Buying Behavior 246
The Nicosia Model 247
Engel-Blackwell-Miniard Model 247

Chapter 14: Consumer in Marketplace
Introduction to Retailing 252
The Retail Scene in India 252
Unconventional Sources of Purchase 252
Factors Affecting Outlet Selection 256
Store Image 256
Store Brands 256
Retail Advertising and Promotions 257
Store Location 258
Perceived Risk 259
Shopping Orientation 260
In-Store Influences 261
In-store Displays 262
Markdowns and Price-promotions 263
Store Atmosphere 263
Stock-outs 263
Sales Staff 263
Final Transaction 264

Chapter 15: Post-Purchase Behavior
Defining Post-Purchase Consumer Behavior 268
Consumer's Post-Purchase Dissonance 268
Product Usage 271
Disposal 272
Product/Service Evaluation And Consumer Satisfaction/ Dissatisfaction 276
Consumer Complaint Behavior 278
Satisfaction and Brand Loyalty 279
Loyalty Marketing 280

Chapter 16:Organizations as Consumers
Nature of Organizational Buying 286
Organization’s Business Center 287
Organizations’ Buying Situations 289
Organizational Buying Process 290
Problem Recognition 290
Need Description 291
Product Specification 291
Supplier Search and Evaluation 291
Proposal Solicitation 291
Supplier Selection 291
Order and Post-Purchase Evaluation 292

Factors Influencing Organizational Buying Behavior 293
Internal Factors 293
External Factors 293
Segmenting Business Markets 295

Part V: Consumer and Marketer

Chapter 17: Marketing Communication and Persuasion
Nature of Communication 302
Elements of Communication 302
Factors Affecting Communication 304
Credibility of the Source 304
Comprehension and Mood of the Receiver 305
Barriers to Communication 305
Developing Persuasive Communication 306
The Target Audience 306
The Objective 306
The Message Design 307
The Media 313

Chapter 18: Market Regulation
Concerns of the Consumers 319
Consumerism 319
Privacy Concerns 319
Impact of Advertising 321
Social Marketing 324
Marketing to Children 325
Concerns of the Marketers 327
Consumer Fraud 327
Consumer Terrorism 327
Anti-consumption 328
The Role of Government and Non-Government Bodies 328
Government Regulations 328
The Advertising Standards Council of India 329
Consumer Action Groups 329