Consumer Behavior 2012

Consumer spending accounts for 71% of the U.S. gross domestic product, or over $10 trillion. Consumer Behavior 2012 assesses how this spending is distributed, the consumer behaviors that affect spending, and marketing techniques used by companies to maintain or expand their markets.

Consumer Behavior 2012 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 2012 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 consumer groups, and more.

In addition to the assessments of consumer behavior and spending, the 2012 edition includes Consumer Marketing, previously published as a separate annual reference handbook by RKMA. This section assesses leading approaches to advertising, marketing, and promotions while also examining 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.