About the book

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.

Contents:

PART I Consumers, Marketers, and Technology
1 Consumer Behavior and Technology
2 Market Segmentation and Real-Time Bidding

PART II The Consumer as an Individual
3 Consumer Motivation and Personality
4 Consumer Perception and Positioning
5 Consumer Learning
6 Consumer Attitude Formation and Change

PART III Communication and Consumer Behavior
7 Persuading Consumers
8 From Print and Broadcast to Social Media and Mobile Advertising
9 Reference Groups and Communities, Opinion Leaders, and Word-of-Mouth

PART IV Social and Cultural Settings
10 The Family and Its Social Standing
11 Cultural Values and Consumer Behavior
12 Cross-Cultural Consumer Behavior: An International Perspective

PART V Consumer Decision-Making, Marketing Ethics, and Consumer Research
13 Consumer Decision-Making and Diffusion of Innovations
14 Marketers' Ethics and Social Responsibility
15 Consumer Research