Part I: INTRODUCTION TO CONSUMER BEHAVIOR.
1. Consumer Behavior and Consumer Research.
2. Creating Marketing Strategies for Customer-Centric Organizations.

Part II: CONSUMER DECISION MAKING.
3. The Consumer Decision Process.
4. Pre-Purchase Processes: Need Recognition, Search andPre-Purchase Evaluation.
5. Purchase.
6. Post-Purchase Processes: Consumption and Post-ConsumptionEvaluations.

Part III: INDIVIDUAL DETERMINANTS OF CONSUMERBEHAVIOR.
7. Demographics, Psychographics and Personality.
8. Consumer Motivation.
9. Consumer Knowledge.
10. Consumer Beliefs, Feelings, Attitudes and Intentions.

Part IV: INFLUENCING CONSUMER BEHAVIOR.
11. Culture, Ethnicity and Social Class.
12. Family and Household Influences.
13. Group and Personal Influence.

Part V: INFLUENCING CONSUMER BEHAVIOR.
14. Making Contact.
15. Shaping Consumers' Opinions.
16. Helping Consumers to Remember.