Customer Behavior: Consumer Behavior and Beyond

Abstract

Section I. The Customer: Key to Market Success. Managerial Importance of Customer Behaviour. Three Roles of a Customer: User, Payer, Buyer. Market Values Customers Seek. Section II. Determinants of Customer Behaviour. Market Characteristics: Climate, Topography, and Ecology. Market Context: Economy, Government, and Technology. Personal Context: Culture, Reference Groups, & Personal Wealth. Personal Characteristics: Genetics, Race, Gender, Age, & Personality. Trends in Determinants of Customer Behaviour. Section III. The Customer's Mindset. The Customer as a Perceiver and a Learner. Customer Motivation: Needs, Emotions, and Psychographics. Customer Attitudes: Cognitive and Affective. Researching Customer Behaviour. Segmentation and Differentiation: Responding to Customer Differences. Section IV. Customer Decision Making. Individual Customer Decision Making. Household Customer Decision Making. Business and Government Customer Decision Making. Intermediary Customer Decision Making. Section V. Customer Focused Marketing. Customer Loyalty to Products and Stores. Customer Relationship Management. Creating Market Values for the Customer.