Consumer Behavior Concepts and Application

CONTENTS
PREFACE xxi
Part 1

STUDYING CONSUMER BEHAVIOR 1
Chapter 1

INTRODUCTION 3

Defining Consumer Behavior 5

Customers and Consumers 5 The Ultimate Consumer 5 The Individual Buyer 6 The Decision Process 7 A Subset of Human Behavior 8 Why Study Consumer Behavior? 8 Significance in Daily Lives 8 Application to Decision Making 8

Applying Consumer Behavior Knowledge 9

Consumer Behavior and Marketing Management 9 Consumer Behavior and Nonprofit and Social Marketing 16 Consumer Behavior and Governmental Decision Making 17 Consumer Behavior and Demarketing 18 Consumer Behavior and Consumer Education 19 Studying Consumer Behavior 20 Modeling Behavior 21 Summary 26 Managerial Reflections 26 Discussion Topics 27 Projects 27
Chapter 2

UNDERSTANDING CONSUMERS AND MARKET SEGMENTS 29

Views of the Market and Alternative Marketing Strategies 30 Market Aggregation 30 Market Segmentation 30

Demographic Characteristics and Market Segmentation 35 U.S. Population Growth 35

CONTENTS
The Changing Age Mix of the U.S. Population 37 Regional Distribution of the U.S. Population 39 Metropolitan Population in the United States 44 Nonmetropolitan Population in the United States 45 Geographic Mobility of the U.S. Population 46 Geodemographic Clustering of Markets 47 Education 51 Occupation 52 Income 52

Limitations of Demographics in Predicting Consumer Behavior 59 Lifestyle and Psychographic Segmentation 60

The Technique of Lifestyle Segmentation 61 Application of Lifestyle Segmentation 62

Usage Segmentation 64

Volume Segmentation 64 Brand-User Segmentation 66 Product-User Segmentation 67 Loyalty Segmentation 68 Situation Segmentation 68

Benefit Segmentation 70

The Technique of Benefit Segmentation 70 Application of Benefit Segmentation 71 Analysis of Consumer Problems 72 Product Positioning 73

The Interrelationship of Market Segmentation and Product Positioning 73 Strategies to Position Products 73 Positioning Analysis 75

The Future of Segmentation and Positioning 77

Summary 77

Managerial Reflections 78

Discussion Topics 79

Projects 79

Parili

ENVIRONMENTAL INFLUENCES ON CONSUMER BEHAVIOR 81

Chapter 3 CULTURE 83

Culture Defined 84

Cultural Relevance to Marketing Decisions 85 The Characteristics of Culture 86 Culture Is Invented 87 Culture Is Learned 87 Culture Is Socially Shared 87 Cultures Are Similar But Different 87 Culture Is Gratifying and Persistent 87 Culture Is Adaptive 88 Culture Is Organized and Integrated 88 Culture Is Prescriptive 88

U.S. Cultural Values 89

Do Values Influence Consumer Behavior? 98

Cultural Change and Countercultures 108

Changing Cultural Values in the United States 108 Implications of Cultural Change for the Marketer 108 Tracking Cultural Change 112

Cross-Cultural Understanding of Consumer Behavior 113

The Need for Cross-Cultural Understanding 113 Decision Areas for the International Marketer 117

Summary 124 Managerial Reflections 125 Discussion Topics 125 Projects 125

Chapter 4

SUBCULTURES 127

The Nature of Subculture 128 The Black Subculture 130

Demographic Characteristics 130 Psychographic Characteristics 132 Consumer Behavior and Marketing Implications 132 The Asian Subculture 137

Demographic Characteristics 137 Psychographic Characteristics 138 Consumer Behavior and Marketing Implications 139 The Hispanic Subculture 140

Demographic Characteristics 140 Psychographic Characteristics 141 Consumer Behavior and Marketing Implications 143 The Youth Subculture 149

Demographic Characteristics 149 Psychographic Characteristics 150 Consumer Behavior and Marketing Implications 151 The Older Subculture 155

Demographic Characteristics 156 Psychographic Characteristics 158 Consumer Behavior and Marketing Implications 159 Summary 165 Managerial Reflections 165 Discussion Topics 165 Projects 166

Chapter 5

SOCIAL CLASS 167

The Process of Social Stratification 168 The Nature of Social Class 168

Social Classes Exhibit Status 168