Introduction:the importance of understanding consumer behaviour 1
Consumers and the marketing concept 1
Consumers and the four Ps 3
Consumers and segmentation 6
The consumer and relationship marketing 6
The consumer and marketing planning 8
Key points from the introduction 9
1 Drive,motivation and hedonism 10
Classification of motives 10
Drive 13
Motivation in action 14
Maslow's hierarchy of need 16
Fred Hertzberg and the hygiene/motivators theory 18
Pain avoidance 19
Hedonism 20
Key points from this chapter 21
2 Goals and incentives,uncertainty and post-purchase dissonance 23
Goals 23
Problems with goals 25
Risk and uncertainty 28
Heuristics 29
Interrupts 31
Post-purchase dissonance 32
Key points from this chapter 35
Roles and life as theatre 37
3 Personality,traits,self-concept,routines and habits 37
Personality 39
Approaches to studying personality 40
Hedonic consumption 42
Type approach 42
Traits and factors 44
Psychographics 45
Self-concept 47
Key points from this chapter 50
4 Learning and perception 52
Learning 52
Classical learning theory 53
Operant conditioning 57
Cognitive learning 59
Perception 64
Key points from this chapter 67
5 Attitudes 69
Introduction 69
Dimensions of attitude 70
Attitude formation 72
Changing consumers'attitudes 74
Attitude measurement 76
Functions of attitudes 77
Attitude and behaviour 78
Private versus public attitudes 80
Attitude versus situation 81
Attitude towards ads versus attitude towards brand 82
General versus specific attitudes 82
Key points from this chapter 83
6 The environment,class and culture 85
The environment:situational influences 85
Culture 90
Class 93
Key points from this chapter 96
7 Peer and reference groups,and the family 98
Peer and reference groups 98
The family 104
Influence of children on buying decisions 108
Mechanisms of personal influence 111
Key points from this chapter 116
8 New and repeat buying behaviour 118
Decision-making models 118
Pre-purchase activities 120
Factors affecting the external search for information 122
Making the choice 125
Categorization of decision rules 126
New products:the diffusion of innovation 128
Marketing approaches to new product launches 135
Key points from this chapter 135
Involvement 138
9 High-involvement purchasing behaviour 138
Purchasing high-tech consumer durables 142
Unsought goods 143
Key points from this chapter 149
10 Segmentation 151
Reasons for segmenting markets 151
Choosing a segment 157
Segmenting a market 158
Strategic options 163
Key points from this chapter 165
11 Buyer behaviour in services markets 166
Services-products or not? 166
Consumer approaches to information gathering 167
Risk and uncertainty 168
Involvement 171
Sales promotion 172
Service levels 173
Handling dissonance 175
Key points from this chapter 177
12 Consumer behaviour in the marketing mix 179
Introduction 179
Consumer research 188
Marketing in the twenty-first century 190
Customer care and service levels 191
Key points from this chapter 191
Index 193