544 pages; ISBN# 9781577832690; $485
12th edition. Consumer spending accounts for 70% of the U.S. gross domestic product, or $11.9 trillion. Consumer Behavior 2019-2020 assesses how this spending is distributed and the consumer behaviors that affect spending.
Consumer Behavior 2019-2020 presents dozens of surveys analyzing consumer spending characteristics, behavioral responses, and preferences. Easy-to-read summaries of current research and other information useful for retailers, marketers, advertisers, and business consultants are presented. While there are other publications focusing on general consumer behavioral topics, Consumer Behavior 2019-2020 is the only resource that integrates the full spectrum of applied consumer psychology, demographics, and purchasing influences with major consumer surveys.
The demographics chapters present valuable insight into 25 segments, including the Hispanic, African-American, Asian-American, Baby Boomer, Generation X, Millennial, Gay & Lesbian, Affluent, and other consumer groups.
Over 650 website links - directly embedded into the electronic edition - will direct you to additional market research and other resources.
This handbook is biennial; the 14th edition will be published in September 2020.