Consumer Behavior goes beyond the conventional subject matter of most consumer behavior textbooks, focusing not only on the role of consumers as buyers, but also on their roles as users and payers. This book primarily focusses on consumer behavior from a managerial perspective, emphasizing marketing strategy and marketing management, making this more appropriate for upper level, or graduate level courses. This book adopts a Consumer Values framework to demonstrate how consumer behavior is driven by the market values that consumers seek, helping readers to understand the decision-making process. The six-value framework offers marketers an avenue to practice the relationship orientation and, as a result, achieve consumer satisfaction and retention.

About the Author

Dheeraj Sharma Dheeraj Sharma is a Professor and Chairperson of Marketing at Indian Institute of Management, Ahmedabad. Dr. Sharma earned his doctoral degree with major in marketing and double minor in psychology and quantitative analysis from Louisiana Tech University, USA. He has taught and presented research at numerous education institutions in North America, Europe and Asia. Dr. Sharma has over hundred publications in leading international journals, encyclopedias, books, conference proceedings, and newspapers. Dr. Sharma’s publications have appeared and/or are accepted for publication in Advances in Marketing, Developments in Marketing, Business and Society Review, Economic Times, Encyclopedia of Sports Management and Marketing, European Journal of Marketing, Financial Express, International Journal of Emerging Markets, Journal of Academy of Marketing Science, Journal of Consumer Marketing, Journal of Marketing Channels, Journal of Marketing Education, Journal of Personal Selling and Sales Management, Journal of Business Ethics, Journal of Business Research, Journal of Product and Brand Management, Marketing Management Journal, New Technology Work and Employment, among other prominent publications. He has authored two leading marketing text books and one book on leadership. Dr. Sharma has been involved in consulting projects or/and executive training with several multinational corporations and government ministries. Dr. Sharma serves on boards and advisory boards of many organizations. His expert views have been cited in many major international newspapers including Business Standard, The Economic Times, The Times of India, DNA, The Tribune, The Hindu, Asian Age, Vancouver Sun, Calgary Herald, Edmonton Journal, Montreal Gazette, National Post, CTV National News, among others. Jagdish N. Sheth Jagdish N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School and the founder of the Center for Relationship Marketing (CRM) at Emory University. Prior to his present position, he was the Robert E. Brooker Professor of Marketing at the University of Southern California and the founder of the Center for Telecommunications Management; the Walter H. Stellner Distinguished Professor of Marketing at the University of Illinois, and on the faculty of Columbia University, as well as the Massachusetts Institute of Technology. Dr. Sheth is nationally and internationally known for his scholarly contributions in Consumer Behavior, Marketing, Global Competition, and Strategic Thinking. Jag has published more than 200 books and research papers in different areas of marketing. His book The Theory of Buyer Behavior (1969) with John A. Howard is a classic in the field. He is also a co-author of Marketing Theory: Evolution and Evaluation (1988), Consumption Values and Market Choices (1991), Clients for Life (2000), ValueSpace: Winning the Battle for Market Leadership (2001), and The Rule of Three (2002). Banwari Mittal Banwari Mittal holds a Bachelor of Engineering degree from Birla Institute of Engineering, Pilani (India), an MBA degree from the Indian Institute of Management, Ahmedabad (India) and a Ph.D. in marketing from the University of Pittsburgh (USA), with specialization in consumer choice process. Currently, he is a professor of marketing at Northern Kentucky University (USA) where he teaches consumer behavior, advertising and promotion, social media, and marketing management. He has previously taught at University of Pittsburgh, State University of New York at Buffalo, University of Miami, and UNSW, Australia. His research topics deal with consumer attitudes and response to marketing communications and promotions. His papers have been published in the Journal of Marketing, Journal of Marketing Research, Journal of Economic Psychology, Psychology and Marketing, Journal of Retailing, Journal of Market-focused Management, Journal of Applied Social Psychology, Journal of Services Marketing, Health Care Marketing, and Journal of Consumer Marketing, among others. He has been an Associate Editor of Journal of Business Research, and currently serves on the editorial boards of that journal and Psychology and Marketing. Based on research on how Fortune’s “most admired companies” create value for the customer, he has co-authored a book: ValueSpace: Winning the Battle for Market Leadership (McGraw Hill, 2001).