The process is typically broken down into key stages, beginning with . This is where a consumer is first exposed to the marketing mix: the product, price, place, and promotion. Imagine a shopper walking past a store window and seeing a new pair of sleek headphones. This external stimulus is the first step.
: The final decision, consisting of the actual purchase and the critical post-purchase evaluation, which dictates future brand loyalty. 2. The Psychological Core
was Schiffman's long-time collaborator and co-author. Together, they forged a market segmentation approach that became the hallmark of the textbook series. Their partnership created a work that was both academically rigorous and practically applicable, bridging the gap between consumer psychology and real-world marketing strategy. The process is typically broken down into key
: External influences, including a firm’s marketing mix (product, price, place, promotion) and sociocultural inputs (family, friends, social class).
: Influence of family, social class, culture, and subcultures. The Decision-Making Process This external stimulus is the first step
This is the operational heart of the Schiffman and Kanuk model, mapping out how inputs turn into outputs.
"Consumer Behavior" (10th Edition) by Leon G. Schiffman and Leslie Lazar Kanuk is a foundational marketing text, published in 2010 by Pearson Prentice Hall, that emphasizes the impact of digital media and ethical considerations on consumer decision-making. The 10th edition, often updated, covers key areas including consumer motivation, social influences, and purchasing processes. Detailed information regarding the 10th edition can be found on Google Books . Consumer Behavior - Google Books covers key areas including consumer motivation
Social and Cultural Influences Schiffman and Kanuk give substantial weight to the social context: family life cycle, reference groups, opinion leaders, and the rise of subcultures and microcultures. Culture is treated as an overarching system of values and symbols that influences meaning and consumption patterns. The text also addresses cross-cultural differences and globalization’s impact on consumer behavior, recommending adaptation of marketing strategies to local meanings and practices.
Distinct cultural groups that share values within a larger society (age, ethnicity).
You might ask: If the book was a decade old, how did it account for the COVID-19 pandemic, the metaverse, or the social justice movements of 2020?