Author Profile

Robaka Shamsher is the world’s most elusive master of corporate psychology and the architectural mind behind Consumer Behavior: Building Marketing Strategy. Rather than teaching marketing from the comfort of a standard lecture hall, she spent two decades operating deep within the shadows of global industry, serving as the stealth advisor to three Fortune 100 CEOs and orchestrating some of the most dramatic brand turnarounds of the digital era. Her legendary ability to decode the human subconscious has earned her the reputation of a modern corporate oracle. She spent 20 years quietly engineering consumer trend spikes for global technology and luxury fashion conglomerates. Renowned for conducting extreme observational field studies from tracking high-frequency trading floors to analyzing isolated digital subcultures. Robaka wrote this text not to summarize existing theories, but to arm the next generation of strategists with an actionable blueprint for market dominance. She bridges the gap between raw neurological impulse and cold, hard corporate execution. Her strategic frameworks, including her famous "Subconscious Mapping Cycle," teach readers how to anticipate consumer movements before the consumers even recognize their own desires. She believes, "True marketing is not about convincing people to buy a product. It is about embedding that product so deeply into their cultural and psychological fabric that living without it feels unnatural."

About The Book

Consumer Behavior: Building Marketing Strategy provides a comprehensive blueprint for decoding these dynamics. This book bridges the gap between academic theory and practical marketing application. It equips students, researchers, and marketing professionals with the insights needed to anticipate consumer needs, craft resonant messages, and build impactful marketing strategies. Strategy provides a comprehensive blueprint for decoding these dynamics. This book bridges the gap between academic theory and practical marketing application. It equips students, researchers, and marketing professionals with the insights needed to anticipate consumer needs, craft resonant messages, and build impactful marketing strategies. A primary purpose of this text is to provide the student with a usable, managerial understanding of consumer behavior. Most students in consumer behavior courses aspire to careers in marketing management, sales, or advertising. They hope to acquire knowledge and skills that will be useful to them in these careers. Unfortunately, some may be seeking the type of knowledge gained in introductory accounting classes; that is, a set of relatively invariant rules that can be applied across a variety of situations to achieve a fixed solution that is known to be correct. For these students, the uncertainty and lack of closure involved in dealing with living, breathing, changing, stubborn consumers can be very frustrating. However, if they can accept dealing with endless uncertainty, utilizing an understanding of consumer behavior in developing marketing strategy will become tremendously exciting. This book is based on the belief that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy. With this in mind, we have attempted to do three things. First, we present a reasonably comprehensive description of the various behavioral concepts and theories that have been found useful for understanding consumer behavior. This is generally done at the beginning of each chapter or at the beginning of major subsections in each chapter. We believe that a person must have a thorough understanding of a concept in order to successfully apply that concept across different situations.

Table of Contents

Preface
1. Consumer Behaviour and Marketin
1.1 Introduction
1.2 Definition and application of consumer behaviour
1.3 Consumer behaviour and other scientific disciplines
1.4 Final and organisational consumption
1.5 Consumer behaviour model
1.6 Consumer behaviour determinants
1.7 Ethical aspects of consumer behaviour
2. Consumer Behaviour Research
2.1 Introduction
2.2 Approaches to consumer behaviour research
2.3 Types of consumer behaviour research
2.4 Research process
2.5 Data collection techniques
2.6 Data collection instruments
2.7 Sampling
2.8 Negative aspects of consumer behaviour research
3. Motives and Motivation
3.1 Introduction
3.2 Goals
3.3 Motives
3.4 Types of motivation
3.5 Exploring motives
4. Perception
4.1 Introduction
4.2 Definition of perception
4.3 Elements that influence perception
4.4 Perception process stages
4.4 Perceptual semiotics
5. Personality
5.1 Personality concept
5.2 Determinants of personality
5.3 Personality traits
5.4 Theories of personality traits
5.5 The most significant personality traits regarding their influence on consumer behaviour
5.6 The self-image
5.7 Brand personality
5.8 Application of personality traits or features in marketing
6. Learning as a Factor of Consumer Behaviour
6.1 Definition of learning
6.2 Elements of the learning process
6.3 Forms of social learning
7. Attitudes
7.1 Definition of attitudes
7.2 Complexity of attitudes
7.3 Influence of attitudes on consumer behaviour
7.4 Attitude formation
7.5 The influence of mass media on the attitude formation and change
8. Family
8.1 Definition of family and its basic functions
8.2 Socialisation and family influence
8.3 Making purchase decisions within a family
8.4 Husband-wife dominance in purchase decision-making
8.5 Family life cycle
9. Social Classes
9.1 Development of the thought of social classes
9.2 Definition of social class
9.3 Social class determinants
9.4 Determining/measuring a social class
9.5 Classification of social classes
9.6 Consumption in a social class
10. Culture
10.1 Definition of culture
10.2 Cultural characteristics
10.3 Language and symbols
10.4 Colours and numbers
10.5 Rituals as a part of culture
10.6 Cultural influence in a business environment
11. Subculture
11.1 Definition of subculture
11.2 Religious subcultures
11.3 Geographic subcultures
11.4 National subcultures
11.5 Racial subcultures
11.6 Gender as subculture
11.7 Age subcultures
12. Lifestyle
12.1 Market segmentation
12.2 Psychographic segmentation
12.3 Lifestyle
12.4 Lifestyle Analysis in Bosnia and Herzegovina
13. Organizational Buyer Behaviour
13.1 Types of organizational markets
13.2 Specificities of organizational buying as compared to consumer buying market
13.3 Types of organizational buying
13.4 Participants and organizational buying process stages
13.5 Basic influences on the organizational purchase process
13.6 Organizational buyer models of behaviour
14. Purchase and Post-Purchase Behaviour
14.1 Behaviour during purchase
14.2 Purchase planning
14.3 Purchase frequency
14.4 Direct marketing
14.5 Postpurchase evaluation
14.6 Keeping consumers
15. Communication and Consumer Behaviour
15.1 Communication model
15.2 Message source credibility
15.3 Spokesperson
15.4 Communication barriers
15.5 Forms of marketing communication
15.6 Message creation
16. Purchase Decision-Making Process
16.1 Theoretical meaning of decision
16.2 Levels of decision-making
16.3 Theoretical approach to consumer’s decision-making
16.4 Schiffman Kanuk model of decision-making
17. Consumer Behaviour and Marketing Management
17.1 Market Segmentation
17.2 Relationship Marketing
17.3 Understanding of Brand Equity and Brand Loyalty Brand Equity
Bibliography
Index