(eBook PDF) Consumer Behaviour Buying Having Being 7th Canadian Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN-10 : 0133958094
- ISBN-13 : 978-0133958096
- Author:
Consumer Behaviour: Buying, Having, and Being, Seventh Canadian Edition emphasizes the importance of understanding consumers in formulating marketing strategy. Many (if not most) of the fundamental concepts in marketing are based on the practitioner’s ability to know people. After all, if we don’t understand why people behave as they do, how can we identify their needs? If we can’t identify their needs, how can we satisfy those needs? To illustrate the potential of consumer research to inform marketing strategy, the text contains numerous examples of specific applications of consumer behaviour concepts by marketing practitioners, as well as examples of windows of opportunity where such concepts might be used.
Table contents:
Chapter 1 An Introduction to Consumer Behaviour
Chapter 2 Perception
Chapter 3 Learning and Memory
Chapter 4 Motivation and Affect
Chapter 5 The Self
Chapter 6 Personality, Lifestyles, and Values
Chapter 7 Attitudes
Chapter 8 Attitude Change and Interactive Communications
Chapter 9 Individual Decision Making
Chapter 10 Buying and Disposing
Chapter 11 Group Influence and Social Media
Chapter 12 Income, Social Class, and Family Structure
Chapter 13 Subcultures
Chapter 14 Cultural Influences on Consumer Behaviour
Chapter 15 The Creation and Diffusion of Culture
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