Understanding Consumer Behavior and Consumption Experience

Understanding Consumer Behavior and Consumption Experience

Rajagopal, Raquel Castaño

Copyright: © 2015 |Pages: 303

ISBN13: 9781466675186|ISBN10: 1466675187|EISBN13: 9781466675193

DOI: 10.4018/978-1-4666-7518-6

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Rajagopal, and Raquel Castaño. Understanding Consumer Behavior and Consumption Experience. IGI Global, 2015. https://doi.org/10.4018/978-1-4666-7518-6

APA

Rajagopal & Castaño, R. (2015). Understanding Consumer Behavior and Consumption Experience. IGI Global. https://doi.org/10.4018/978-1-4666-7518-6

Chicago

Rajagopal, and Raquel Castaño. Understanding Consumer Behavior and Consumption Experience. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-7518-6

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Success in the business world is not strictly reliant on producing valuable and in-demand products. Without a proper understanding of the consumers that a business markets and sells their products to, a company’s accomplishments can quickly become failures.

Understanding Consumer Behavior and Consumption Experience discusses the indispensible value of understanding consumer activities and the crucial role they play in developing successful marketing strategies. Focusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology, this book is a pivotal reference source for business managers, marketing executives, and graduate students interested in the relationship between consumer culture and businesses.

Table of Contents

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Front Materials

Title Page

Copyright Page

Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series

Dedication

Foreword

Preface

Acknowledgment

Chapters

Chapter 1

Consumer Perception: Conscious and Non-Conscious Processes (pages 1-22)

Sensation and perception refers to different stages in the processing of stimuli that influence consumer behaviors. The five senses involved in sensation and perception—touch, smell, taste, hearing, and vision—have important...

Chapter 2

Consumption Experiences (pages 23-44)

Understanding consumption experiences becomes increasingly important as competition intensifies and goods and services become more and more commoditized. Emotions, which aid in the formation of deep emotional bonds between consumers...

Chapter 3

Consumer Relationships with Brands (pages 45-61)

A brand can be one of a firm's most valuable assets; however, the value of a brand is contingent on the perceptions, attitudes, and behaviors of its consumers. A brand can legally belong to a firm, but its value is in...

Chapter 4

Consumer Well-Being and Happiness (pages 62-86)

The products and services people consume can contribute to their happiness and well-being. In fact, many societal problems—such as chronic diseases, suboptimal financial decisions, and environmental pollution—are related to...

Chapter 5

Vulnerable Consumers (pages 87-106)

A number of internal and external factors contribute to consumer states of vulnerability. This chapter discusses the behavior of four different vulnerable consumer groups: older consumers, children, low literate consumers, and...

Chapter 6

Building and Changing Consumer Attitude (pages 107-132)

Developing consumer attitude is a prolonged and complex process. Consumers build perceptions on products, services, and marketing policies of companies by considering the extent of competitive advantage being offered. Consumer...

Chapter 7

Cross-Cultural Variations in Consumer Behavior (pages 133-158)

The global marketplace is getting congested with inter-market segmentation comprising consumers of various ethnic groups. Such attributes of markets have posed uphill challenges to the companies to develop marketing strategies that...

Chapter 8

Social Group Influences (pages 159-185)

Continuous growth in information and communication technology over the twentieth century has turned consumers more community-oriented in making buying decisions. The interaction of consumers with society and family has shifted its...

Chapter 9

Ethnicity and Consumerism (pages 186-212)

Ethnic consumers are spread over the global markets, and consumer behavior is largely driven by ethnocentrism. Such development in the market has prompted companies to consider developing multicultural marketing strategies to cater...

Chapter 10

Consumer Behavior in the E-Marketplace (pages 213-241)

Retailing in the twenty-first century is highly occupied with the virtual marketplace as a large number of companies are engaged in developing boundary-less markets for consumers and delivering value by offering an abundance of...

Chapter 11

Routes to Market (pages 242-259)

Emerging markets are characterized in the twenty-first century with several routes to markets providing convenience of shopping across the competing companies. It has been argued that the changing shopping environment demonstrates...

Back Materials

Compilation of References

About the Authors

Index

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