Consumer Behavior

Consumer Behavior

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Description

For undergraduate or first year MBA students.This revision of a classic text retains the strong empirical and market segmentation approach that has set the standard for consumer behavior study through seven editions. This new edition focuses on how the Internet has changed the way people obtain information about potential purchases. This edition now includes thirty-two Active Learning mini-cases.show more

Product details

  • Paperback | 688 pages
  • 208.3 x 256.5 x 30.5mm | 1,388.01g
  • Pearson Education (US)
  • Pearson
  • United States
  • English
  • 8th edition
  • 0130673358
  • 9780130673350

Table of contents

PART I. INTRODUCTION. 1. Introduction: Diversity in the Marketplace. 2. Consumer Research. 3. Market Segmentation. PART II. THE CONSUMER AS AN INDIVIDUAL. 4. Consumer Motivations. 5. Personality and Consumer Behavior. 6. Consumer Perception. 7. Consumer Learning. 8. Consumer Attitude Formation and Change. 9. Communication and Consumer Behavior. PART III. CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS. 10. Reference Groups and Family Influences. 11. Social Class and Consumer Behavior. 12. The Influence of Culture on Consumer Behavior. 13. Subcultures and Consumer Behavior. 14. Cross-Cultural Consumer Behavior: An International Perspective. PART IV. THE CONSUMER'S DECISION MAKING PROCESS. 15. Consumer Influence and the Diffusion of Innovations. 16. Consumer Decision Making. Glossary. Company Index. Name Index. Subject Index. Credits.show more

Rating details

175 ratings
3.98 out of 5 stars
5 37% (65)
4 37% (64)
3 17% (30)
2 6% (10)
1 3% (6)
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