11th Edition, 2014

Consumer Behavior (Paperback)

by S. Ramesh Kumar , Joseph Wisenblit , Leon G. Schiffman

Category: Department of Marketing

TK. 1,618

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Table of Contents
Part I: Consumers, Marketers and Technology
1. Technology - Driven Consumer Behavior
2. Segmentation, Targeting and Positioning

Part II: The Consumer as an Individual
3. Consumer Motivation and Personality
4. Consumer Perception
5. Consumer Learning
6. Consumer Attitude Formation and Change

Part III: Communication and Consumer Behavior
7. Persuading Consumers
8. From Print and Broadcast Advertising to Social and Mobile Media
9. Reference Groups and Word-of-Mouth

Part IV: Consumers in their Social and Cultural Settings
10. The Family and it's Social Standing
11. Culture’s Influence on Consumer Behavior
12. Cross-Cultural Consumer Behavior - An International Perspective

Part V: Consumers Decision - Making, Marketing Ethics and Consumers Research
13. Consumer Decision - Making and Diffusion of Innovations
14. Marketing Ethics and Social Responsibility
15. Consumer Research

Title	Consumer Behavior (Paperback)
Author	S. Ramesh Kumar , Joseph Wisenblit , Leon G. Schiffman
Publisher	Pearson (India)
ISBN	9789332537644
Edition	11th Edition, 2014
Number of Pages	536
Country	India
Language	English