Consumer behavior and marketing action

TLDR: In this article, the authors present an overview of consumer behavior in terms of Societal and Global Perspectives, and segment consumers by individual characteristics and behaviour, identifying the most important factors that influence consumer behavior.

Abstract: Part 1 Introduction to Consumer Behaviour: 1. Introduction 2. Consumer Behaviour - Societal and Global Perspectives. Part 2 Consumer Decision Making: 3. Complex Decision Making 4. Consumer Learning, Habit, and Brand Loyalty 5. Low Involvement Decision Making. Part 3 The Individual Consumer: 6. Consumer Perceptions 7. Acquiring and Processing Information 8. Consumer Attitudes 9. Attitude Reinforcement and Change 10. Demographics and Social Class 11. Personality and Life Styles 12. Segmenting Consumers by Individual Characteristics and Behaviour. Part 4 Environmental Influences on Consumer Behaviour: 13. Culture 14. Cross-cultural and Sub-cultural Influences 15. Reference Group Influences 16. Family Influences 17. Situational Influences. Part 5 Communications in the Consumer's Environment: 18. Communications with Groups: Word of Mouth and Opinion Leadership 19. Communications Across Groups - The Diffusion Process 20. Marketing Communications.