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Consumer Behavior : A Managerial Perspective (Print on Demand)

Author(s): Dr. Dheeraj Sharma | Jagdish N. Sheth | Banwari Mittal

ISBN: 9788131511602

1st Edition

₹1390

Binding: Paperback

Pages: 556

Trim Size : 254 X 203 mm

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Consumer Behavior goes beyond the conventional subject matter of most consumer behavior textbooks, focusing not only on the role of consumers as buyers, but also on their roles as users and payers. This book primarily focusses on consumer behavior from a managerial perspective, emphasizing marketing strategy and marketing management, making this more appropriate for upper level, or graduate level courses. This book adopts a Consumer Values framework to demonstrate how consumer behavior is driven by the market values that consumers seek, helping readers to understand the decision-making process. The six-value framework offers marketers an avenue to practice the relationship orientation and, as a result, achieve consumer satisfaction and retention.

Managerial Perspective: Teaches consumer behavior from a managerial standpoint, relating concepts to the role of a business manager.
Engaging Vignettes: Each chapter begins with captivating stories, such as relevant church experiences, mass wedding ceremonies, and the use of surrogate advertising.
Research and Practice Insights: "Window on Research" showcases current research on chapter topics, while "Window on Practice" shares real-world examples like dynamic pricing and relationship-building in the automobile industry.
Global Examples: Incorporates international examples throughout, including Chinese consumer socialization, lifestyle clusters in Asia, and building relationships in Russia.

PART I CONSUMER BEHAVIOR: POWER, SCOPE, AND CONTEXT

1 The Customer: Key to Market Success

2 Determinants of Consumer Behavior: Personal Factors and Market Environment

3 Trends in Determinants of Consumer Behavior

PART II FOUNDATIONS OF CONSUMER BEHAVIOR

4 The Consumer as a Perceiver and Learner

5 Consumer Motivation: Needs, Emotions, and Psychographics

6 Consumer Attitudes: Cognitive and Affective

7 Researching Consumer Behavior

PART III CONSUMER DECISIONS AND RELATIONSHIPS

8 Individual Consumer Decision Making

9 Institution Consumer Decision Making: Needs, Emotions, and Psychographics

10 Relationship-Based Buying

PART IV BUILDING LOYALTY AND CONSUMER VALUE

11 Consumer Loyalty to Products, Brands, and Stores

12 Online Consumer Behavior

13 Creating Market Values for the Consumer

Glossary

Index

Dheeraj Sharma

Dheeraj Sharma is a Professor and Chairperson of Marketing at Indian Institute of Management,

Ahmedabad.

Jagdish N. Sheth

Jagdish N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School and the founder of the Center for Relationship Marketing (CRM) at Emory University.

Banwari Mittal

Professor of marketing at Northern Kentucky University (USA) where he teaches consumer behavior, advertising and promotion, social media, and marketing management.