Consumer Behaviour

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CONSUMER BEHAVIOR REVIEWER
By Archie Alvarez

Subject: Consumer Behavior
Book: Consumer Behavior and Marketing Strategy 5thed.
Author: J. Paul Peter & Jerry Olsen

SECTION 1: A PERSPECTIVE ON CONSUMER BEHAVIOR
CHAPTER 1: Introduction to Consumer Behavior and Marketing Strategy I. Introductions
II. Companies are changing to serve the consumers better for three reasons III. What is Consumer Behavior
IV. Approaches to Consumers Behavior Research
V. Uses of Consumer Behavior Research
VI. Consumers Behavior Role in Marketing Strategy

CHAPTER 2: A Framework for Consumer Analysis
I. Introductions
II. Three Elements for Consumer Analysis
III. Marketing Strategy
IV. Levels of Consumers Analysis

SECTION 2: AFFECT AND COGNITION AND MARKETING STRATEGY
CHAPTER 3 Affect & Cognition and Marketing Strategy
I. Components of the Wheel of Consumers Analysis
II. Affect and Cognition as Psychological Responses
III. Cognitive Processes in Consumers Decision Making
IV. Knowledge Stored in memory
V. Cognitive Learning

CHAPTER 4: Consumer Product knowledge and Involvement
I. Levels of Product Knowledge
II. Consumers Product Knowledge
III. Means-End Chains of Product Knowledge
IV. Involvement
V. Marketing Implications

CHAPTER 5: Attentions and Comprehension
I. Exposure to Information
II. Attentions Processes
III. Comprehension

CHAPTER 6: Attitudes & Intentions
I. What is an Attitude
II. Attitudes Toward Objects
III. Attitudes Toward Behavior
IV. Intention & Behaviors

CHAPTER 7: Consumers Decision Making
I. Introduction
II. Decisions Making as Problem
III. Elements of Problem Solving
IV. Problem solving processes in Purchase Decisions
V. Influences on Consumers Problem Solving Activities

SECTION 3: BEHAVIOR AND MARKETING STRATEGY
CHAPTER 8: Analyzing Consumer Behavior
I. What is Overt Behavior
II. A Model of Overt Consumer Behavior
III. Marketing Implications

CHAPTER 9: Conditioning and Learning
I. Classical Conditioning
II. Operant Conditioning
III. Vicarious Learning

CHAPTER 10: Influencing Consumer Behavior
I. Consumer Behaviors Influence Strategies
II. Sales Promotions
III. Social Marketing:
IV. Increasing Desired Behavior
V. Decreasing Desired Behavior
VI. Strategic Model for Influencing Consumer Behavior

SECTION 4: THE ENVIRONMENT AND MARKETING STRATEGY
CHAPTER 11: Introduction to the Environment
I. The Environment
II. Aspects of the Environment
III. Situations

CHAPTER 12: Cultural and Cross Cultural Influences
I. What is Culture
II. The Content of Culture
III. Culture as a process
IV. Cross Cultural Influences

CHAPTER 13: Subculture and Social Class
I. Subcultures
II. Analyzing Subcultures
III. Social Class

CHAPTER 14: Reference Groups and Family
I. Reference Groups
II. Family

SECTION 5: CONSUMER ANALYSIS AND MARKETING STRATEGY
CHAPTER 15: Market Segmentations and Product Positioning
I. Analyze Consumer-Product Relationship
II. Investigate Segmentations Bases
III. Develop Product Positioning (aka perceptual mapping)
IV. Select Segmentation Strategy
V. Design Marketing Mix Strategy:

CHAPTER 16: Consumer Behavior and Product Strategy
I. Product Affect Cognition
II. Product Behavior
III. The Product Environment
IV. Product Strategy

CHAPTER 17: Consumer Behavior and Promotion Strategy
I. Types of Promotions:
II. A Communication Perspective
III. The Promotions Environment
IV. Promotion Affect and Cognition
V. Promotion Behavior
VI. Managing Promotion Strategies

CHAPTER 18: Consumer Behavior and Pricing Strategy
I. Conceptual Issues in Pricing
II. Price Affect and Cognition
III. Price Behavior
IV. Price Environment
V. Pricing Strategy

CHAPTER 19: Consumer Behavior and Channel Strategy
I. Introduction
II. Store–Related affect and Cognitions...
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