Consumer behaviour : a European outlook / Leon G. Schiffman, Leslie Lazar Kanuk and Håvard Hansen.
Material type: TextLanguage: English Harlow, England Pearson Education Limited c2012Edition: 2nd edDescription: 1 online resource (xix, 460 p. :)Content type:- text
- computer
- 9780273736950 (pbk.)
- 0273736957 (pbk.)
- 658.8/342 22
- HF5415.33 .E85S3 2012
Item type | Current library | Collection | Shelving location | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|---|
eBook (Electronic Book) | North South University Library | Non-fiction | Online | HF5415.33.E85S3 2012 (Browse shelf(Opens below)) | 1 | 1 | 500010039 |
Includes bibliographical references and index.
An introduction to the study of consumer behaviour -- Consumer research -- Market segmentation -- Consumer decision-making -- Consumer motivation -- Personality and consumer behaviour -- Consumer perception -- Consumer learning -- Consumer attitude formation and change -- Communication and consumer behaviour -- Reference groups and family influences -- Social class and consumer behaviour -- The influence of culture and subculture on consumer behaviour -- Cross-cultural consumer behaviour : an international perspective -- Consumer influence and the diffusion of innovations -- Consumer decision-making-again.
Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy and how they evaluate their purchase, and how they ultimately dispose of it. The second edition has been thoroughly adapted and revised to reflect European conditions, and to focus attention on critical concepts in consumer behaviour. In doing so the authors illuminate the ways in which marketers apply the principles of consumer behaviour to the development and implementation of marketing strategies. The new Innovation In Action feature' will give practical examples to help you student link Consumer Behaviour with how it is practised in the workplace.
Marketing & International Business
Ziaur Rahaman
Abu Sadat Md. Sayem
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