Contents: -

1. Introduction : The impact of the digital revolution on consumer behavior

2. Consumer research

3. Market segmentation

The consumer as an individual

4. Consumer motivation

5. Personality and consumer behaviour

6. Consumer perception

7. Consumer learning

8. Consumer attitude formation and change

9. Communication and consumer behaviour


Consumers in their social and cultural settings

10. Reference groups and family influences

11. Social class and consumer behaviour

12. The influence of culture on consumer behaviour

13. Subcultures and consumer behaviour

14. Cross-cultural consumer behaviour: An international perspective

The consumer's decision-making process

15. Consumer influence and the diffusion of innovations

16. consumer decision making and beyond