(eBook PDF) Consumer Behaviour 6th byLeon Schiffman – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 0133729885
• ISBN-13 ‏ : ‎ 978-0133729887
• Author: Leon Schiffman, Aron O’Cass, Angela Paladino, Jamie Carlson

This sixth edition uses a marketing segmentation approach to convey the essence of consumer behaviour and to connect psychological, sociocultural, and decision-making aspects of consumer behaviour. The authors explain what consumer behaviour variables are, types and importance of consumer research, and problems in performing research.

Table contents:

• Part 1: Introduction
• 1: The foundations of consumer behaviour
• 2: Market segmentation: segmenting, targeting and positioning for diverse consumer markets
• Part 2: The consumer as an individual
• 3: Consumer needs and motivation
• 4: Personality and self-concept
• 5: Consumer perception
• 6: Consumer learning and involvement
• 7: Consumer attitudes – attitude development and change
• Part 3: Consumers in their social and cultural settings
• 8: Social influences on consumer behaviour
• 9: The family
• 10: Social class and consumer behaviour
• 11: The influence of culture on consumer behaviour
• 12: Subcultural aspects of consumer behaviour
• 13: Cross-cultural consumer behaviour: An international perspective
• Part 4: The decision-making process
• 14: Decision making
• 15: Consumer influence and diffusion of innovations
• Part 5: Consumer behaviour and society
• 16: Public policy and consumer protection

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