Contents:

Part 1. Introduction
1. Consumer behavior: meeting changes and challenges
1. The consumer research process
3. market segmentation and strategic targeting

Part 2. The Consumer As Individual
4. Consumer motivation
5. Personality and consumer behavior
6. Consumer perception
7. Consumer learning
8. Consumer attitude formation and change
9. Communication amd consumer bahavior

Part 3. Consumers in Their Social And Cultural Settings
10. The family and its social class standing
11. Influence of cultural and consumer behavior
12. Subcultures and consumer behavior
13. Cross-cultural consumer behavior: an international perspective

Part 4. The Consumer’s Decision-Making Process And Ethical Dimensions
14. Consumers and the diffusion of innovations
15. Consumer decision making and beyond
16. Marketing ethics and social responsibility