| Contents |
ch. 1. Managerial importance of customer behavior -- ch. 2. Three roles of a customer: user, payer, buyer -- ch. 3. Market values customers seek -- ch. 4. Market characteristics: climate, topography, and ecology -- ch. 5. Market context: economy, government, and technology -- ch. 6. Personal context: culture, reference groups, and personal worth -- ch. 7. Personal characteristics: genetics, race, gender, age, and personality -- ch. 8. Trends in determinants of customer behavior -- ch. 9. Customer as a perceiver and a learner -- ch. 10. Customer motivation: needs, emotions, and psychographics -- ch. 11. Customer attitudes: cognitive and affective -- ch. 12. Market differentiation and segmentation: responding to customer differences -- ch. 13. Researching customer behavior -- ch. 14. Individual customer decision making -- ch. 15. Household customer decision making -- ch. 16. Business and government customer decision making -- ch. 17. Intermediary customer decisisonmaking -- ch. 18. Customer loyalty to products and stores -- ch. 19. Relationship-based buying -- ch. 20. Creating market values for the customer. |
