Consumer Behavior - Couverture souple

Schiffman, Leon; Kanuk, Leslie Lazar

Couverture souple

ISBN 10 : 013082190X ISBN 13 : 9780130821904

Editeur : Pearson Education (US), 1994

Synopsis

This text 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 in an integrated fashion what consumer behaviour variables are, types and importance of consumer research and problems in performing research. It integrates the traditional and modern in consumer behaviour and explores unethical consumer behaviour, shoplifting, switching price tags, and wearing and returning clothes, for example. The work discusses environmentalism and social issues and expands coverage of consumer research to accomodate both positivist consumer research and interpretive consumer research. It examines cross-cultural behaviour in order to add examples and increased discussion of expected consumer behaviour in Europe.

A propos du livre

Présentation de l'éditeur

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.

Détails de l'édition

• Éditeur: Pearson Education (US)
• Date d'édition: 1994
• ISBN 10: 013082190X
• ISBN 13: 9780130821904
• Reliure: Broché
• Langue: anglais
• Numéro d'édition: 5
• Nombre de pages: 700
• Coordonnées du fabricant: non disponible