Consumer Behavior explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.
Consumer Behavior: Its Origin and Strategic and Applications; Introduction to the Consumer Research Process; Market Segmentation; Consumer Motivation; Personality and Consumer Behavior; Consumer Perception; Consumer Learning; Consumer Attitude Formation and Change; Communication and Consumer Behavior; The Family and Its Social Class Standing; Influence of Culture on Consumer Behavior; Subcultures and Consumer Behavior; Cross Cultural and Global Consumer Behavior; Diffusion of Innovations; Consumer Decision Making and Beyond; Consumers Social Responsibility and Green Marketing
For readers interested in studying consumer behavior and/or marketing.
My teacher requires us to answer the discussion questions at the end and I find that they don’t really review the chapter’s content. Also, there are so many diagrams that the chapter seems long and hard to keep up with
A little more used than expected because of the outside damage to the book but doable. Not bad. Thanks for the sell.
outdated The definitions and concepts are still relevant but the examples are outdated. This was written pre-recession and it shows. The references to technology are comical.