Consumer Behavior offers a practical approach to help students apply consumer behavior principles to their studies in business and marketing. This multidisciplinary field can tempt both students and instructors to stray from the basic business principles they should take away from the course. The authors keep students focused on consumer decision making as it applies specifically to an overall understanding of business theory and practices through the CDP (Consumer Decision Process) model. The book sets out to explore why as well as how consumers make specific decisions and behave in certain ways what motivates them, what captures their attention, and what retains their loyalty, turning "customers" into "fans" of an organization.
Part 1 Introduction to Consumer Behavior
Part Consumer Decision Making
Part 3 Individual Determinants of Consumer Behavior
Part 4 Environmental Influences on Consumer Behavior
Part 5 Influencing Consumer Behavior
Glossary
Index