Consumer Behaviour
Includes online buying trends
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10 027 Ft (9 550 Ft + 5% áfa)
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A termék adatai:
- Kiadó OUP India
- Megjelenés dátuma 2015. november 12.
- ISBN 9780198095927
- Kötéstípus Puhakötés
- Terjedelem728 oldal
- Méret 244x189x30 mm
- Súly 1002 g
- Nyelv angol 0
Kategóriák
Hosszú leírás:
Consumer Behaviour is a comprehensive textbook designed to meet the requirements of post graduate management students specializing in marketing. While dealing with the consumption choices and behaviour of individuals from socio-cultural and psychological point of view, it also describes contemporary concepts such as online buying behaviour and consumer engagement marketing which promises to change the face of marketing forever.
The book has been divided into 6 parts. Part I, Overview of Consumer Behaviour (CB) gives an outline of the subject including consumer decision making models, consumer analysis, segmentation and strategy. The nature of B2B buying behaviour and its difference from consumer buying behaviour has also been discussed. Part II, Consumer as an Individual is devoted to understanding the effect of personality, motivation, perception, and attitude of an individual on their buying behaviour. Part III,
Influences on CB gives an insight into how family, class and culture impact consumption behaviour of customers.
Part IV, Modifying CB discusses innovations and adoption of new ideas by companies for designing marketing communications for their products. Part V, Analysing CB describes the consumer research process and approaches used by companies to build long term loyalties with customers. Part VI, The Modern Consumer talks of the exploding social media usage in which the power of brands is shifting from companies to consumers. Ethics and CSR policies used by marketing organizations have also been
covered.
Owing to the inclusion of numerous real life examples and discussion of the changing nature of CB, the book would also be an interesting read for young professionals in this field.
Tartalomjegyzék:
PART I: Overview of Consumer Behaviour
1. Introduction to Consumer Behaviour
2. Consumer Analysis, Segmentation, and Strategy
3. Consumer Decision-making Models
4. Business-to-business Buying Behaviour
Part II: Consumer as an Individual
5. Personality and the Consumer
6. Consumer Motivation
7. Consumer Perception
8. Consumer Learning
9. Consumer Attitudes and Change
Part III: Influences on Consumer Behaviour
10. Family and Social Class
11. Culture and Consumer Behaviour
Part IV: Modifying Consumer Behaviour
12. Consumer Influence and Diffusion of Innovation
13. Communications and Consumer Behaviour
Part V: Measuring and analysing Consumer Behaviour
14. Consumer Research Process
15. Consumption and Post-purchase Behaviour
Part VI: Modern Consumer
16. Online Buying Behaviour
17. Consumer Engagement and Equity
18. Ethics and Social Responsibility
