Consumer Behavior: Building Marketing Strategy provides students with a usable, strategic understanding of consumer behavior. The authors believe that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. As a consequence, the text integrates theory, strategy-based examples, and application.
Del I. Hawkins BBA, MBA, PhD Del is C. H. Lundquist Professor of Marketing and Chair of the Marketing Department at the University of Oregon. He has served as Director of the MBA Program, Director of the Lundquist Center for Entrepreneurship, Director of the Oregon Executive MBA Program, Interim Director of the Museum of Art, and Associate and Acting Dean of the Lundquist College of Business at the University of Oregon. He has also taught at Southern Illinois University, Xiantan University (PRC), the Netherlands School of Business, in Boston University's Overseas Program, Xiamen University (PRC), and the Institute for International Studies and Training in Japan. Del has written a number of business cases and numerous journal articles as well as three widely used college textbooks.
Part I. Introduction Chapter 1. Introduction Part II. External Influences Chapter 2. Cross-cultural Variations in Consumer Behavior Chapter 3. The Changing American Society: Values Chapter 4. The Changing American Society: Demographics Chapter 5. The Changing American Society: Subcultures Chapter 6. The American Society: Family and Households Chapter 7. Group Influence on Consumer Behavior Part III. Internal Influences Chapter 8. Perception Chapter 9. Cross-cultural Variations in Consumer Behavior Chapter 10. Motivation, Personality, and Emotion Chapter 11. Attitudes and Influencing Attitudes Chapter 12. Self-Concept and Lifestyle Part IV. Consumer Decision Process Chapter 13. Situational Influences Chapter 14. Consumer Decision Process and Problem Recognition Chapter 15. Information Search Chapter 16. Alternative Evaluation and Selection Chapter 17. Outlet Selection and Purchase Chapter 18. Post-Purchase Processes, Customer Satisfaction, and Customer Commitment Part V. Organizations as Consumers Chapter 19. Organizational and Buyer Behavior Chapter 20. Marketing Regulation and Consumer Behavior