Managerial importance of customer behavior -- Three roles of a customer: user, payer, buyer -- Market values customers seek -- Market characteristics: climate, topography, and ecology -- Market context: economy, government, and technology -- Personal context: culture, reference groups, and personal worth -- Personal characteristics: genetics, race, gender, age, and personality -- Trends in determinants of customer behavior -- Customer as a perceiver and a learner -- Customer motivation: needs, emotions, and psychographics -- Customer attitudes: cognitive and affective -- Market differentiation and segmentation: responding to customer differences -- Researching customer behavior -- Individual customer decision making -- Household customer decision making -- Business and government customer decision making -- Intermediary customer decisisonmaking -- Customer loyalty to products and stores -- Relationship-based buying -- Creating market values for the customer.