Consumer behavior

Synopsis

Consumer Behaviorexplores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies.

Consumer Behavior: Its Origin and Strategic and Applications; Introduction to the Consumer Research Process; Market Segmentation; Consumer Motivation; Personality and Consumer Behavi∨ Consumer Perception; Consumer Learning; Consumer Attitude Formation and Chan≥ Communication and Consumer Behavi∨ The Family and Its Social Class Standing; Influence of Culture on Consumer Behavi∨ Subcultures and Consumer Behavi∨ Cross Cultural and Global Consumer Behavi∨ Diffusion of Innovations; Consumer Decision Making and Beyond; Consumers Social Responsibility and Green Marketing

For readers interested in studying consumer behavior and/or marketing.