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Consumer Behavior Essentials You Always Wanted To Know
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Consumer Behavior Essentials You Always Wanted To Know
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- Marketing from a consumer behavior lens: Understand marketing through the lens of consumer psychology.
- Tribal marketing decoded: Learn how to target "tribes" for deeper connections.
- Actionable insights: Apply marketing concepts in practical and simple ways.
- Suitable for all levels: Benefits managers, marketing executives, and students alike.
In a rapidly evolving marketing landscape, understanding consumer behavior is crucial for any business’s success. This book serves as a compass, guiding readers through the intricacies of customer preferences. It decodes consumer tribes and offers a fresh perspective on marketing, revealing how to connect with specific consumer segments—or "tribes"—to create lasting relationships.
Whether you're a seasoned marketer or just starting out, this book provides actionable strategies to help you connect with your audience and achieve your business goals. With this book, you will:
- Discover how to identify and analyze key consumer tribes: Understand the unique characteristics, preferences, and behaviors of different consumer groups.
- Learn how to tailor your marketing messages to resonate with specific tribes: Craft targeted campaigns that speak directly to the needs and desires of each tribe.
- Understand how to build strong brand loyalty through targeted campaigns: Foster deep connections with your audience by offering products and services that align with their values and aspirations
- Leverage consumer insights for sustainable growth: Use data-driven insights to optimize your marketing strategies and drive long-term business success.
The book offers a myriad of real-world business examples to help explain theoretical concepts. It also comes with chapter-wise quiz questions and practical templates for students and professionals in the field.
Pages: 316 pages
Paperback (ISBN): 9781636513263
eBook (ISBN): 9781636513270
Hardback (Color): 9781636513287
Trim Size: 5.5” x 8.5”
Category: Business & Economics
Author: Pablo Ibarreche, Vibrant Publishers
What is Consumer Behavior? Definition, Scope, and Evolution
1.1 Defining Consumer Behavior
1.2 The Multifaceted Scope of Consumer Behavior
1.3 Evolution Over Time
1.4 Interdisciplinary Roots
Quiz
Chapter Summary
Further Reading Case Study: Amazon as an example of Behavioral Economics
2 Consumer Behavior in a Marketing Plan
2.1 What is a Marketing Plan?
2.2 The Parts of a Marketing Plan
2.3 A SWOT Analysis and Its Importance
Quiz
Chapter Summary
Further Reading
3 Segmentation and Targeting Strategies: Defining Target From a Consumer Behavior Perspective
3.1 Segmentation Strategies
3.2 Targeting Strategies
3.3 Positioning
3.4 Real-Life Targeting Cases
Quiz
Chapter Summary
Further Reading
4 Psychological Issues: What Motivates Consumers
4.1 Consumer Behavior in Marketing: What Motivates Consumers
4.2 Foundations of Motivation
4.3 Freudian Theory and Its Application to Marketing
4.4 Contemporary Motivational Theories
4.5 Emotional Influences on Motivation
4.6 Consumer Segmentation Based on Motivations
4.7 Applying Motivational Concepts to Your Business
Quiz
Chapter Summary
Further Reading
5 Social Evolution: Exploring the ‘Jones Effect’ and Our Persistent Social Structures
5.1 Tribal Mentality
5.2 Michael Porter and Consumer Behavior as a Base for Global Success
5.3 The Jones Effect
5.5 Social Media and The Digital Tribe
5.6 Applying Tribal Concepts to Your Business
Quiz
Chapter Summary
Further Reading
Case Study: Tesla Vs Byd: Analysis Of Their “Tribes” And Strategies
6 Marketing Research and Customer Behavior
6.1 Marketing Research: The Informed Navigator
6.2 Decoding the Customer’s Mind
6.3 The Art and Science of Surveys
6.4 Market Research: Applications For Your Business
Quiz
Chapter Summary
Further Reading
7 The Marketing Brief and Philip Kotler’s 4Ps in a Marketing Plan
7.1 Understanding the Marketing Brief
7.2 The Brief Development Process
7.3 A Marketing Brief’s Endless World of Sophistication
7.4 The Marketing Plan and Phillip Kotler’s 4Ps
7.5 Crafting an Effective Marketing Plan
Quiz
Chapter Summary
Further Reading
8 “P” Number 1: Product - Packaging From a Product’s Feature Perspective
8.1 Understanding the “P” for Products, Services, and Ideas
8.2 Understanding the Essence of a Product:Defining Consumer Perception
8.3 Product Life-Cycle
8.4 Strategies to Avoid Product Obsolescence From a Consumer Behavior Perspective
8.5 The Impact of Packaging on Consumer Behavior
Quiz
Chapter Summary
9 “P” Number 2: Price - A Customer Behavior Perspective
9.1 Understanding Price Perception
9.2 Psychological Pricing Strategies
9.3 The Role of Price-Quality Perception
9.4 Price Elasticity and Demand
9.5 Insights into Irrational Pricing Decisions and Biases
9.6 Adapting Prices to Consumer Behavior and Market Dynamics
9.7 The Influence of Price Promotions and Discounts on Consumer Behavior
Quiz
Chapter Summary
10 “P” Number 3: Place or Channels - A Customer Behavior Perspective
10.1 Buying Satisfaction and Consumer Behavior
10.2 Outlets, Specialty and Premium Stores
10.3 Shopping Experience Designs
10.4 Internet and the Channels Revolution
Quiz
Chapter Summary
11 “P” Number 4: Promotion or Communication - A Customer Behavior Perspective
11.1 Defining Marketing Communications
11.2 Understanding the Consumer Journey
11.3. The Customer Lifetime Value Model
11.4 Methods for Assessing Consumer Product Knowledge
11.5 Selecting the Right Media Channels
11.6 Insights Into Integration and Creativity in Marketing Communications
11.7 Promotions vs. Strategic Advertising - Differentiating Among Tactics
11.8 The Role of Influencers, Brands, and Product Image
11.9 Measuring The Success of a Marketing Campaign
Quiz
Chapter Summary
12 Global Consumers: A Myriad of Targets - Ethics in Global Marketing
12.1 Understanding Global Consumers and Customer Behavior
12.2 Segmentation and Targeting in Global Markets
12.3 Ethical Considerations in Global Marketing
12.4 Consumer Protection and Regulatory Compliance
Quiz
Chapter Summary
Pablo Ibarreche is an executive with 25 years of marketing experience. He has held brand management roles at P&G and AIG and currently teaches international marketing.
Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.
Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.
The Self-Learning Management Series is designed to help students, new managers, career switchers, and entrepreneurs learn essential management lessons and covers every aspect of business, from HR to Finance to Marketing to Operations across any and every industry. Each book includes basic fundamentals, important concepts, and standard and well-known principles as well as practical ways of application of the subject matter.
The book covers key topics in an easy-to-follow manner and includes relevant, recognizable examples to bring them to life.
-- Nancy Harhut,
Author of Using Behavioral Science in Marketing and CCO at HBT Marketing
One of the book's strengths is the ability to blend foundational principles with modern trends, such as the impact of digital media and sustainability on consumer choices.
-- Pratik Chauhan
Assistant Professor, Vidyabharti Trust College of MCA & MBA
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As a startup founder navigating today’s dynamic customer landscape, this book was a goldmine. It breaks down modern trends, tribal marketing, and real consumer motivations with clarity and depth. The case studies felt refreshingly relevant, and the actionable insights helped me rethink how we approach loyalty and segmentation. Highly recommend for anyone building a brand from the ground up.
Must read book!!!
The process of marketing is incomplete without a deep understanding of consumer behavior, and this book delivers exactly that. Consumer Behavior Essentials lives up to its name by decoding the key drivers behind consumer decisions in a clear and practical way. An excellent resource for marketers at any stage of their career.
The process of marketing is incomplete without a deep understanding of consumer behavior, and this book delivers exactly that. Consumer Behavior Essentials lives up to its name by decoding the key drivers behind consumer decisions in a clear and practical way. An excellent resource for marketers at any stage of their career.
The process of marketing is incomplete without a deep understanding of consumer behavior, and this book delivers exactly that. Consumer Behavior Essentials lives up to its name by decoding the key drivers behind consumer decisions in a clear and practical way. An excellent resource for marketers at any stage of their career.
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