Consumer Behaviour

Consumer Behaviour : A Practical Guide

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This book is concerned with the application of the behavioural sciences, notably social psychology and sociology, to the study of consumer behaviour. The emphasis throughout is on making these sciences practical for the marketing manager by focusing on those aspects of consumer behaviour which prove useful for managerial decision-making. The introduction defines the scope of the book in these terms and outlines a model for the consumer buying process. The book conlcudes with detailed models of consumer choice.
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Product details

  • Hardback | 206 pages
  • 142.24 x 215.9 x 17.78mm | 362.87g
  • London, United Kingdom
  • English
  • 1138832367
  • 9781138832367

Table of contents

Part 1: Introduction 1. Marketing and the Consumer Part 2: Individual Consumer Behaviour 2. Perception and Learning 3. Consumer Motiveation 4. Personality and Consumer Choice 5. Attitudes and Consumer Behavior Part 3: Group Consumer Behaviour 6. Group Influences and Interpersonal Communication 7. The Family and Consumer Socialisation 8. Social Stratification and Consumer Decision Making 9. Cultures and Subcultures 10. Integration and Application
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Review quote

`Lucid and stimulating' Retail and Distribution Management
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3 ratings
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