This book takes a strategic look at consumer behavior in order to guide successful marketing activities. The Wheel of Consumer Analysis is the organizing factor in the book. The four major parts of the wheel are consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy. Each of these components is the topic of one of the four major sections in the book.
About the Author
J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.
This book has done a very good job of integrating consumer behavior into the marketing curriculum. I am a marketing student and have I gained a lot of knowledge and skills necessary to perform useful consumer analyses for developing effective marketing strategies from this book. The book has covered the four major parts of the Wheel of Consumer Analysis that is consumer affect and cognition, consumer behavior, consumer environment, and marketing strategy very well in details.
In particular I was interested in marketing strategies and how the marketing stimuli, such as products, packages, advertisements, sales promotions, stores, Web sites, and price information, are placed in consumer environments to influence consumers decision making and how their cognition and behavior is affected by the strategy. The author has also integrated Marketing Strategy in Action by concluding each chapter with a case study that focuses on marketing strategy and consumer analysis issues facing real companies. These short cases help to integrate consumer behavior information into the marketing strategy development process in our everyday lives.
The book also has a well detailed review and discussion questions that emphasizes the applications and deeper understanding of all the chapter materials which are very easy to follow especially for someone studying for exams and even for better understanding. I would highly recommend this book to marketing majors since they will benefit from it a lot.
Consumer behavior can be such an exciting and interesting subject. This textbook is mediocre at best. It doesn't expound on the material or examples in a way that reinforces its teaching. I am taking a consumer behavior course right now and thinking of purchasing a different textbook to supplement.