This text provides students with the knowledge and skills necessary to perform consumer analyses that can be used for understanding markets and developing effective marketing strategies. It also provides the "Wheel of Consumer Analysis", a tool to help readers understand consumer behaviour.

Section 1. A Perspective on Consumer Behavior. 1. Introduction to Consumer behavior and Marketing Strategy. 2. A Framework for Consumer Analysis. Section 2. Affect and Cognition and Marketing Strategy. 3. Introduction to Behavior. 4. Consumers' Product Knowledge and Involvement. 5. Attention and Comprehension. 6. Attitudes and Intentions. 7. Consumer Decision Making. Section 3. Behavior and Marketing Strategy. 8. Analyzing Consumer Behavior. 9. Conditioning and Learning Processes. 10. Influencing Consumer Behaviors. Section 4. The Environment and Marketing Strategy. 11. Introduction to the Environment. 12. Cultural and Cross-cultural Influences. 13. Subculture and Social Class. 14. Reference Groups and Family. Section 5. Consumer Behavior and Marketing Strategy. 15. Market Segmentation and Product Positioning. 16. Consumer Behavior and Product Strategy. 17. Consumer Behavior and Promotion Strategy. 18. Consumer Behavior and Pricing Strategy. 19. Consumer Behavior, Electronic Commerce and Channel Strategy.