Consumer Behavior : A Digital Native

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
Released June 2019
Publisher(s): Pearson Education India
ISBN: 9789353941468

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Book description


"Consumer expectations have undergone a paradigm shift since the dawn of the digital age. Offering a comprehensive view of a field that is evolving at an unprecedented pace, Consumer Behavior – A Digital Native, First Edition, is an honest attempt to capture and showcase how the millennial consumer is responding to the democratization of digital technology.

Encompassing pioneering concepts, latest developments and in-depth case studies, this book combines a practical, real-world focus with visual pedagogy to present an engaging and exciting look at the changes in consumption pattern of the digital natives. This text will be of great interest to students, professors, readers, and entrepreneurs as it brings forth a pedagogical, framework-driven approach mostly lacking across academic and corporate circuits.


In this Editon:
1. Opening and closing case studies in each chapter bring to light how major brands are embracing technology and connectivity to ease digital natives in their buying process.
2. Detailed explanations on how the perceptions of consumers are developed through the five senses. The book further explains their persuasive nature in the digital environment.
3. Detailed discussions on the influence of omnichannel on consumer behavior across
various products, categories and services.
4. Scrutinizes how the consumption pattern of products and services is changing in the country with increasing income and intense digital media usage by consumers.
5. The book considers how an average Indian consumer is affected by promotions and campaigns primarily through online channels.


Features:
1. This book follows the DIP framework and carries discussions that focus majorly on Indian digital natives.
2. The text is inundated with case studies of prominent brands like OLX, HDFC Life Insurance Company, Uber, Zomato, Nokia, Snapdeal, Indigo, Starbucks and many more.
3. Replete with figures, graphs and images to lend deeper insights and understanding into the consumption pattern and buying behavior of digital natives.
4. Presents an indigenous perspective on consumer behavior by taking a world view approach.


Table of Contents:
1. Understanding the Emergence of Digital Native’s Behavior
2. Perception
3. Learning
4. Motivation
5. Beliefs, Values, Lifestyle, Attitude, and Personality
6. Influence of Digital, Social Media, and Mobile
7. Influence of Reference Groups
8. Cultural Influence
9. Information Processing
10. Decision-making
11. Luxury and Consumer Behavior"

Table of contents

  1. Cover (1/2)
  2. Cover (2/2)
  3. Copyright
  4. Brief Contents
  5. Contents (1/2)
  6. Contents (2/2)
  7. Preface
  8. Acknowledgements
  9. About the Authors
  10. CHAPTER 01 Understanding the Emergence of Digital Native’s Behavior
    1. OPENING CASE
    2. Emergence of Consumer Behavior
      1. Evolution of Consumer Behavior
      2. Emergence of Connections Between Consumer Behavior and Marketing
      3. Consumer Behavior and the Emergence of other Consumer-oriented Concepts
      4. Dynamism in Consumer Behavior
      5. Consumer Behavior and Technology
      6. The Meaning of Emergence of Digital Natives and their Behavior
    3. Digital Natives and Physical Natives
    4. Characteristics of Digital Natives that Influence Behavior
      1. Changing the Overall Philosophy
        1. Family Orientation with Changing Structures towards Individualism
        2. Young Consumers I-generation with Focus on Rental and Aggregators
      2. Changes in Specific Consumers Traits
        1. High Potential to Trade Up with the Affluent and Urbanized
        2. High Competency and Escape with Time Crunch
        3. Women are More Independent and Tech Oriented
      3. Changing Omni Channel Media Consumption with Integrated Use
      4. Changing Orientation towards Buying Products and Services
        1. Digital Shopping and High Preference for Indian Products
        2. Environment Friendly
        3. Wider Options with a Focus on Quality
        4. Global Orientation with Local Requirements and Preference for Deals
        5. Multiplicity and Usage of Senses and the Importance of Aesthetics
        6. Intense and In-depth Discussion and Hyper Customization
        7. Digital Shopping and High Preference for Indian Products
        8. Environment Friendly
        9. Wider Options with a Focus on Quality
        10. Global Orientation with Local Requirements and Preference for Deals
        11. Multiplicity and Usage of Senses and the Importance of Aesthetics
        12. Intense and In-depth Discussion and Hyper Customization
      5. Changes in Consumers as a Whole: Awareness about their Rights and Increased Unity
      6. Changes in Companies: Strong Collaborations
      7. Changes in Government Policies and Public Organizations
        1. Digitization in the Public Sector
        2. Affordable Flights
        3. Payment Apps by the Government
    5. The Future of Consumer Behavior
      1. Different Types of Consumer
        1. Elderly, Rural, and Female Consumers
        2. New and Micro Segments
        3. Self-determined and Technology-oriented
      2. Content
        1. Native Language and Local Connectivity
        2. Creating Good Feelings and High Emotional Connect
      3. Media
        1. Better Connectivity, Reach with High Awareness, and Affordable Access
        2. More Interactive Channels and Sophisticated Touch Points with Three Es
      4. Consumption
        1. Automation of Consumption
        2. Assisted Living
        3. Internet of Things (IOT)
    6. Plan of the Book and Chapter Outline
    7. CLOSING CASE
    8. Summary
    9. Discussion Questions
  11. CHAPTER 02 Perception
    1. OPENING CASE
    2. Meaning of Perception
    3. Components of Perception
      1. Senses and Perception
      2. Personal Experience and Perception
    4. Process of Perception
      1. Choose
        1. Expectation and Experience
        2. Needs, Desires, and Motives
      2. Organize
        1. Visuals and Background
      3. Easy
      4. Accessibility
      5. Elucidation
    5. Theoretical Framework
      1. Just Noticeable Difference and Weber’s Law
      2. Principle of Grouping and Proximity
      3. Theory of Subliminal Communication
      4. The Stimuli–Organism–Response or SOR Framework
      5. Comprehensive Perceptions
      6. Selective Exposure
      7. Selective Attention
      8. Selective Retention
      9. Information Overloading Theory
    6. Elements that Formulate Perceptions
      1. Gender
      2. Price and Quality
      3. Celebrities and Models
      4. Brand Experience
      5. Brand Promise and Delivery
      6. Past Personal Experience
      7. Needs and Expectations
      8. Consumers’ Drivers
      9. Packaging
      10. Use of Humor
      11. Advertising and Theme
      12. Over Exposure and the Country of Origin
    7. Perception Level
      1. Spark Level
      2. Recognize Level
      3. Discrepancy Level
      4. Unconscious Level
      5. Subconscious Level
    8. Challenges in Formulating Consumer Perceptions
      1. Usage of Stimuli and Stereotype
      2. Halo Effect
      3. Introductory Exposure
      4. Out of Context and Outcome-driven
    9. Perception and Semiotics
    10. Consumers’ Perception and Positioning
      1. Umbrella Positioning
      2. Interest-based Approach
      3. Celebrities
      4. Broadening the Category
      5. Services as Solutions
      6. Associative and Contentment Pricing
    11. Perceptions of Color: Indian Context
      1. Red and Orange
      2. Yellow and Green
      3. Blue and White
      4. Black
    12. Perceived Quality and Perceived Risk
      1. Utilitarian Risk
      2. Safety and Security with Price
      3. Communal and Cognitive Risk
      4. Time and Performance Risk with Individual Assessment
    13. Consumers’ Approaches to Manage Risk
      1. Information Gathering and Conservative
      2. Develop Brand Image
      3. Emphases on Store Image
      4. High Price and Guarantees
      5. Digital Discussions
    14. CLOSING CASE
    15. Summary
    16. Discussion Questions
  12. CHAPTER 03 Learning
    1. OPENING CASE
    2. Meaning of Learning
    3. Elements of Learning
      1. Consistent and Continuous Process
      2. Evolving and Emerging
      3. Motivation
      4. Cues, Response and Reinforcement
      5. New Knowledge
      6. Actual Experience
      7. Information Processing
      8. Evaluation and Interpretation
      9. Frames Behavior
    4. Categories of Learned Behavior
      1. Real and Natural Learning
      2. Visual and Cerebral Learning
      3. Situational Learning
      4. Experiential Learning
      5. Integrated Learning
    5. Dimensions of Learning
      1. Motives
      2. Indicators and Signals
      3. Context
      4. Individual Traits
      5. New Information
      6. Preceding Knowledge
      7. Action
      8. Prior Learning and Experience
      9. Experiment and Impulsivity
      10. Satisfactory Outcome and Repeat Behavior
    6. Theories of Learning
      1. Cognitive School of Thought
      2. The Connectionist School of Thought
        1. Classical Conditioning
        2. Elements
        3. Response Theory (Neo Pavlovian Theory)
        4. Instrumental or Operant Conditioning
      3. Cognitive Learning
        1. Elements
        2. Consequences
      4. Different Types of Learning
        1. Iconic Route Leaning
        2. Vicarious Learning
        3. Analytical Reasoning
    7. Learning and Memory
      1. Permanent Learning and Long-term Memory
      2. Momentary Learning and Short-term Memory
    8. Process to Strengthen Long-term Memory
      1. Retention
      2. Retrieval and Information Processing with Integration
    9. CLOSING CASE
    10. Summary
    11. Discussion Questions
  13. CHAPTER 04 Motivation
    1. OPENING CASE
    2. Understanding Consumer Motives
    3. Types of Motives—Functional and Symbolic
    4. Types of Drivers
      1. Utilitarian or Economic
      2. Social
      3. Hedonic
      4. Role Models
    5. Meaning of Motivation
      1. The Process of Motivation
      2. Arousal
        1. Types of Arousal
      3. Categories of Motivation
        1. Internal and External
        2. Affirmative and Pessimistic Motivation
        3. Partly Motivated
      4. Theories of Motivation (1/2)
      5. Theories of Motivation (2/2)
        1. Drive Theory
        2. Maslow’s Hierarchy of Needs (1954)
        3. Neo Theory of Motivation
        4. McGuire’s Theory of Motivation
        5. Expectancy Theory and Dichter Theory of Motivation
        6. Dichter Theory
        7. Herzberg’s Two-factor Theory of Motivation
        8. Alderfer’s ERG theory
        9. Sheth Newman and Gross Theory: Individual Choice Behavior
        10. Typology of Consumer Needs (Hanna, 1980)
    6. Arousal, Cognition, and Attribution
    7. Characteristics of Motivation
      1. Vigorous and Needs
      2. Diversified Goals and Contentment
      3. Continuous and Consistent with Assessment of Results
      4. Secondary Objectives and Dissatisfaction
    8. Consumers’ Emotions
      1. Meaning of Emotions
      2. The Process of Emotion
      3. Types of Emotions
      4. Mood of Consumers
      5. Emotions and Hedonic Consumption, and Involvement
      6. Motivational Conflicts
    9. Motivation and Decision Making
    10. Association of Motives and Behavior
      1. Objective Driven and Sources
      2. Wider Alternatives and Information Processing
      3. Arousal and Rational Motives
      4. Imagination and Dreams
      5. Environmental Cues with Creativity for Amazing Moments
      6. Managing Ambiguous Issues
    11. CLOSING CASE
    12. Summary
    13. Discussion Questions
  14. CHAPTER 05 Beliefs, Values, Lifestyle, Attitude, and Personality
    1. OPENING CASE
    2. Beliefs
      1. Descriptive Beliefs
      2. Informational Beliefs
      3. Inferential Beliefs
    3. Attitude
      1. Elements of Attitude
        1. Need and Requirement
        2. Capability
        3. Trade-offs
        4. Environment
        5. Learning
        6. Explicit
        7. Motivation
        8. Powerful
        9. Knowledge, Feelings, and Actions
      2. Characteristics of Attitude
        1. Commodity
        2. Willingness to Learn
        3. Persistent
        4. Environment
        5. Functional
        6. Individual Ego
        7. Education
        8. Lifestyle
      3. Development of Attitude
        1. Hierarchical Model
        2. Tri-model
        3. Zanna and Rempel’s Model
        4. Multi-attribute Model
        5. Attitude towards Ads
      4. Approaches to Modify Attitudes
        1. Changing Beliefs
        2. Developing Innovative Beliefs
        3. Comprehensively Creative
        4. Alter Assessments
        5. Modifications in Brand
        6. Increase Beliefs
        7. Modify the Affective Element
        8. Direct Experience
        9. Spokesperson or Celebrity
        10. Messages
        11. Change Consumers’ Motives
        12. Managing Conflicting Attitude
        13. Modify Competitors’ Beliefs
        14. Events
    4. Personality
      1. Meaning of Personality
      2. Definitions
      3. Elements of Personality
        1. Divergent
        2. Intrinsic Characteristics
        3. Rigidity
        4. Stability for Short Time
        5. Pre-determined
        6. Family Cycle
        7. Unusual Situation
        8. Flexible
      4. Theories of Personality
        1. Single Trait Theory
        2. Multiple Trait Theory
        3. Freudian Theory of Personality (Freud & Strachey, 1962)
        4. Neo-freudian Personality Theory
        5. Challenges Related to Personality
    5. Lifestyle
      1. Elements of Lifestyle
        1. Social
        2. Stages of Life
        3. Significance in Activities
        4. Alterations in Social Elements
      2. Categories of Lifestyle
        1. Cathy
        2. Candice
        3. Eleanor
        4. Mildred
        5. Thelma
      3. Values Attitude and Lifestyle (VALS) of Consumers
      4. VALS Typology
      5. Prizm
      6. Roper Starch Worldwide Global Lifestyle Segments
    6. Marketing Strategies
      1. General Approaches
        1. Rigorous Comparisons
        2. Accessible
      2. Attitude
        1. Characteristics of Source
        2. Events
        3. Advertisements
        4. Framing of Message
        5. Non-verbal Communication
      3. Personality
        1. Social and Environmental Elements
        2. Brand Personality
        3. Celebrity Endorsement
        4. Visual
      4. Lifestyle
        1. Market Segments and Lifestyle
        2. Positioning of Products and Lifestyle of Consumers
        3. Lifestyle and New Products
        4. Advertising and Lifestyle
        5. Lifestyle and Media
    7. CLOSING CASE
    8. Summary
    9. Discussion Questions
  15. CHAPTER 06 Influence of Digital, Social Media, and Mobile
    1. OPENING CASE
    2. Integration of Media and its Influence on Consumer Behavior
    3. Approaches and Frameworks to Media Integration
      1. ROPO A
      2. ROPO B
      3. ROPO C
    4. Theoretical Frameworks
      1. The Theory of Reasoned Action (TORA)
      2. Uses and Gratification (UG)
      3. Consumers Online Brand Related Activities (COBRA)
    5. Consumers and their Behavior on Digital Platforms
    6. A Shift Toward Multi-platform Message Consumption and Other Digitally-led Evolutions
      1. The Role of Social Media
    7. Blogs and Consumer Behavior
      1. Importance and Credibility of Blogs in Consumers’ Life
      2. Motivation of Blogger and Relationship
      3. Style and Popularity of Blogs
    8. Virtual Communities and their Influence on Consumer Behavior
      1. Virtual Communities and Shopping Preferences
      2. Reference Group with Common Goals
      3. Direct Commitment to Group Functions
      4. Image in Community and Mutual Agreement
    9. Online Brand Communities and Consumer Behavior
      1. Brand Orientation and Enthusiasm
      2. Extrinsic Benefits and Reach
      3. Drivers and Background of Members with Outcomes
    10. User Motivation and Cobra and Consumer Behavior—Consumer Online Brand-related Activities
      1. Consumer Empowerment and Engagement
      2. Goal-oriented Activities with Motives
      3. Types of Behavior
    11. Usage of Mobile and its Influence on Consumer Behavior
      1. The Role of Mobile Phones in Developing Consumer Behavior
        1. Interaction and Control
        2. Trust and Consumers’ Mood
        3. Peer-to-peer Communication and Mobile Usage
        4. Consumer Attitude and Behavior towards Mobile Marketing
        5. Geo and Location-based
        6. Incentives and SMS
        7. QR Codes and Bluetooth
        8. Apps and Mobile Approaches
    12. Emerging Trends of Consumer Behavior via Mobile and Digital media
      1. Consumers are Evolving and are Becoming Action-oriented
      2. Integration of Marketing Information for Better Relationship
      3. Focus on Security and Emotions
      4. Predicting the Behavior
    13. Virtual Shopping and its Influence on Behavior
      1. Usage of Avatars for Purchase Intentions
      2. E-commerce and Customized Avatars
      3. Discussion in Real Time and Dialogue
      4. Social Affiliation and Control
    14. Emerging Consumer Behavior: “Behavior, Affect, and Cognition” (from Cognition, Affect, and Behavior)
      1. Smarter and Interactive Shopping Experience with no Cash Transactions
      2. World as Computer and Mobile Apps with Addiction that Influences Individual Self
      3. Real Time and Streaming of Television Online
    15. Barriers Related to Mobile and Digital Media that Influences Consumer Behavior
      1. Internet Infrastructure and Gadgets Literacy
      2. Cultural and Security Issues with Socio-economic Elements
      3. Inadequate Regulatory Framework and Perceived Risk
    16. CLOSING CASE
    17. Summary
    18. Discussion Questions
  16. CHAPTER 07 Influence of Reference Groups
    1. OPENING CASE
    2. Meaning and Types of Groups
    3. Reference Group with Key Dimensions
    4. Emergence and Evolution of “The Self”
    5. Consumer Socialization Framework
      1. Adult Socialization
      2. Integrated and Digital Socialization
      3. Dynamics and Power of Reference Groups
    6. Role of Reference Group in Influencing Behavior and Consumption Pattern
      1. Nature of Reference Group
      2. Intensity of Influence by Reference Group on the Consumers
      3. Word-of-mouth with Key Sources
      4. Word-of-mouth Communication
      5. Opinion Leaders
        1. Traits of Opinion Leaders
      6. Challenges and Barriers of Influence of Reference Groups
    7. Impact of Reference Groups on Marketing Strategies
      1. Types of Reference Groups
      2. Word-of-mouth Communication and Opinion Leaders
      3. Brand Communities
      4. Online Communities
    8. CLOSING CASE
    9. Summary
    10. Discussion Questions
  17. CHAPTER 08 Cultural Influence
    1. OPENING CASE
    2. Dimensions in Decision-making
      1. Family and Consumer Behavior
      2. New Family Structure
      3. Family Life Cycle
      4. The Significance and Dynamics of Buying Decisions of Spouse
      5. Importance of Children in Decision-making
    3. Social and Cultural Influence on Consumer Behavior
      1. Meaning and Definition of Society
      2. Understanding Civilization and its Influence on Consumer Behavior
      3. Culture–Definition
      4. Dimensions of Culture
        1. Core Values and Customs with Stories
        2. Customs and Conventions
        3. Myths and Rituals
        4. Sacred, Religious, and Global
    4. Characteristics of Cultural Frameworksthat affect Consumer Behavior
      1. Language Symbols and Customs
      2. Rituals and Norms
      3. Compliance and Values
    5. Cultural Theories and Framework for Understanding Consumer Behavior
      1. Consumer Culture Theory (CCT)
      2. Individualism and Collectivist Culture
      3. Theory of Planned Behavior
        1. Hofstead Model of Culture
    6. Comprehensive Understanding about Indian Culture and Socialization
      1. Contemporary Lifestyle
      2. High Aspirations and Achievements
      3. Independent Thinking
      4. Traditional Values
      5. Focus on Western Culture
      6. Family Culture
      7. Brand Engagement
      8. Feelings and Emotions
    7. Categories that have showed the Emergence of a New Indian Culture
      1. Entertainment
      2. Fashion
      3. Food
      4. Technology
      5. Healthcare
      6. Meaning and Influence of Sub-culture on Consumer Behavior
      7. Regional Cultural Diversity and its Role in Consumer Behavior
      8. Flamboyant Delhi
      9. Strategic Mumbai
      10. Tech Bangalore
      11. Influence of Western Culture on Consumer Behavior
      12. High Awareness with Extensive Use of Social Media
      13. Experiential Purchase
      14. Globalization
      15. Eating Habits
    8. Effect of Cross-cultures on Consumer Behavior: Integrated Regional and Western Culture
      1. Higher Patronage of Restaurants and Increase in Parties
      2. High Influence of the IT Sector
      3. Male Grooming
      4. Females’ Advance Level of Magnificence
      5. Focus on Fair Skin
      6. Strong Influence of Bollywood
      7. High Usage of Western Attire
      8. Online Gaming
      9. Individualistic Thinking and Approach
      10. Focus on Spending
      11. Meaning of Social Class
      12. Different Social Class in India with Characteristics
      13. Income and Formation of Class
      14. Status
      15. Status and Social Class with Symbols
      16. Intra–class Differentiation
      17. Symbolism Lightened
    9. CLOSING CASE
    10. Summary
    11. Discussion Questions
  18. CHAPTER 09 Information Processing
    1. OPENING CASE
    2. Meaning of Information Processing
      1. Reasons for Information Processing
        1. Needs and Requirements
        2. Innate Human Nature
        3. Decision Making
    3. Conventional Understanding about Information Processing
      1. Hypodermic Needle Theory
      2. Information Integration Theory
      3. Consumer Involvement Theory
      4. Hierarchy of Effects
      5. Elaboration Likelihood Model
      6. Theory of Reasoned Action
      7. Learned Behavior
    4. Information Processing and the Rise of Persuasion
    5. Information Processing and Persuasive Communication
      1. Target Consumers
      2. Media
      3. Message
    6. Information Processing and Semiotics
      1. Sight
      2. Hearing
      3. Taste
      4. Smell
      5. Touch
    7. Influences that Affect Information Processing
      1. Internal
        1. Stimulus and Need Arousal
        2. Consumer Perception and Attention
        3. Learning
      2. External
        1. Information Exposure
        2. Reference Groups
        3. Situational and Culture
        4. Social Class
    8. Information Processing and Maslow’s Hierarchy of Need and Re-orientation
    9. Information Processing and Memory
      1. Internal Factors
      2. External Factors
    10. Process for Information Processing with Different Categories of Memory
    11. Information Processing and Categories of Memory
      1. Sensory Memory
      2. Short-term Memory
      3. Long-term Memory
      4. Autobiographical Memory
    12. Information Processing and Memory Retrieval and Enhancement of Memory
      1. Consumer Oriented
        1. State of Mind and Motivation
        2. Mood and Familiarity
        3. Memory Storage
      2. Information Oriented
        1. Relevance
        2. Short and Repeated Messages
        3. Competing Cues
    13. Information Processing and Methodsof Memory Enhancement
      1. Chunking
      2. Semantic
      3. Rehearsal
      4. Recirculation
      5. Elaboration
      6. Artificial Recreation
    14. Methods of Information Processing
      1. Neural Networks
        1. Information Processes and Neural Networks
        2. Neural Networks and Information Retrieval
      2. Associative Networks
      3. Semantic Network
        1. Trace strength
        2. Activation
      4. Central and Peripheral Information Processing
    15. Brain Functioning and Information Processing
    16. Information Processing and Consumer Involvement
    17. Information Processing and Retrieval Failures
      1. Decay
      2. Interference
    18. Information Processing and Types of Retrieval
      1. Explicit Memory
      2. Implicit Memory
    19. Information Processing and Enhancement of Information Retrieval
      1. Stimuli
      2. Stimulus and Short-term Memory
      3. Stimulus Linkage
      4. Redundant Cues and Medium Used
    20. Information Processing and Factors Affecting Information Retrieval
      1. Consumer Mood and Expertise
      2. Consumer Familiarity
    21. CLOSING CASE
    22. Summary
    23. Discussion Questions
  19. CHAPTER 10 Decision-Making
    1. OPENING CASE
    2. Meaning of Decision
    3. The Role of Decision Maker
    4. Levels of Decision-making
    5. Types of Buying Decisions
    6. Decision-making Methods
    7. Decision-making Model
      1. External Components
      2. Internal Components (1/4)
      3. Internal Components (2/4)
      4. Internal Components (3/4)
      5. Internal Components (4/4)
      6. Consumer Decision Models
    8. Decision-making and Gifting Behavior
    9. CLOSING CASE
    10. Summary
    11. Discussion Questions
  20. CHAPTER 11 Luxury and Consumer Behavior
    1. OPENING CASE
    2. Why India is an Important Market for Luxury Brands
    3. Evolution of Luxury Brands in India
      1. High Disposable Income and High Standard of Living
      2. High Awareness
      3. Diverse Culture with Heterogeneity
      4. Effect of Celebrities
    4. Theoretical Frameworks
      1. Self Component
      2. Luxury Brand Index
      3. Black Box Purchase Behavior
      4. Cue Utilization Framework
        1. Increase in Consumer Base
        2. Black Money and Demonetization
        3. Shift from Old to New Luxury
        4. Increase in High-net-worth Individuals
        5. Importance of Affordable Luxury
        6. Benefit to the Society and Government
        7. Dream Creation–Brand Family–Desire–Co-create Communities
        8. Brand Coherence and Surprises
    5. Evolving Consumer Behavior for Luxury Brands
      1. Consumer Shift
      2. Transition from Outer Self to Inner Motives
      3. Change from Old Luxury
      4. Integration of Online and Offline Forums
        1. Effect of Social Circle, Peers, or Friends
        2. Brand Value is More Important than the Price
        3. Aesthetics of Luxury Brands
        4. Consumer Dreams, Aspirations, and Expectations for Luxury Brands
        5. Multi-sensory with Global Aspirations
        6. Levels of Luxury Consumption
        7. Consumers Focus on “WE” Purchase with “WOW” Feeling
        8. Stand-out Approach
        9. Country of Origin
    6. Democratization of Luxury
      1. Pleasures and Delights
      2. High Accessibility with Enhance Spending Power
      3. Globalization and Quick Communication
      4. Personal and Public
      5. Importance of Conspicuous Consumption and Materialization with Different Consumers
    7. Dimensions that Influence Luxury Behavior in India
      1. Traditional and Demographics
        1. Globalization and Mood of the Consumer
        2. Occasion to Purchase with Brand and Fashion Consciousness
        3. Style and Aesthetics
        4. Price and Quality
        5. Comfort and Exclusivity
        6. Sophistication and Influence of Reference Groups
        7. Frequency of Purchase and Media
      2. Co-create
        1. Time Spent with Friends and Family
        2. Web Atmosphere with Appealing Design
        3. Right Mood and Feeling on Website for an Emotional Affair
      3. Hierarchy Of Online Consumer Behavior for Luxury Brands on Digital Media with Multiple Screens and Media Platforms
        1. High Usage of Digital Channels in Stores
    8. Challenges
      1. Geographical Area and Customization
      2. Luxury Brands Cannot Define “Who They Are” with Revolution
      3. Identity Crisis and High Custom Duties
    9. CLOSING CASE
    10. Summary
    11. Discussion Questions
  21. Glossary (1/2)
  22. Glossary (2/2)
  23. References (1/10)
  24. References (2/10)
  25. References (3/10)
  26. References (4/10)
  27. References (5/10)
  28. References (6/10)
  29. References (7/10)
  30. References (8/10)
  31. References (9/10)
  32. References (10/10)
  33. Index (1/3)
  34. Index (2/3)
  35. Index (3/3)

Product information

  • Title: Consumer Behavior : A Digital Native
  • Author(s): Don E. Schultz, Jagdish Sheth, Varsha Jain
  • Release date: June 2019
  • Publisher(s): Pearson Education India
  • ISBN: 9789353941468