Consumer behaviour

This book uses a wide range of real-world examples, case studies and practical student exercises to provide you with a rounded view of consumer needs and motivations. Offering an accessible explanation of the various roles played by ethnicity, religion, class, age and gender in consumers' actions, this is an insightful introduction to a complex aspect of modern marketing. It also offers a detailed examination of how consumers process and interpret new stimuli using existing knowledge and how new and remembered knowledge combine to influence purchasing behavior.--[book cover]

Year

2009

Language

English

Series

Basics marketing -- 01

Publisher

AVA Academia

Editions

1

Pages

175

ISBN

9782940373840

Data source: Wikidata