By Richard K. Miller & Associates

Consumer spending accounts for 71% of the U.S. gross domestic product, or over $10 trillion. Consumer Behavior assesses how this spending is distributed, the consumer behaviors that affect spending, and marketing techniques used by companies to maintain or expand their markets.

Use the data in Consumer Behavior to expand into new markets, extend existing offerings, and capture new customers:

• Demographic breakouts for 25 segments, including Hispanic, African-American, Asian-American, Baby Boomer, Generation X, Millennial, Gay & Lesbian, Affluent, and more.
• Household spending data by category for food, healthcare, leisure, and other segments.
• Shopping preferences for both traditional and online retail.
• Preferred payment methods.
• And much more.

Consumer Behavior 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 behavior topics, Consumer Behavior is the only resource that integrates the full spectrum of applied consumer psychology, demographics, and purchasing influences with major consumer surveys.

In addition to the assessments of consumer behavior and spending data, Consumer Behavior assesses leading approaches to advertising, marketing, and promotions; and examines overall strategies for marketing to post-recession consumers. Current market research and statistics, spending estimates, an analysis of effectiveness, and discussions of trends are presented for each category of consumer marketing.

Published October 2011, 513 pages.

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