Test Bank for Consumer Behaviour: Buying, Having, and Being, 7th Canadian Edition, Michael R. Solomon, Katherine White, Darren W. Dahl
Product details:
- ISBN-10 : 0133958094
- ISBN-13 : 978-0133958096
- Author: Michael R. Solomon
Consumer Behaviour: Buying, Having, and Being, Seventh Canadian Edition emphasizes the importance of understanding consumers in formulating marketing strategy. Many (if not most) of the fundamental concepts in marketing are based on the practitioner’s ability to know people. After all, if we don’t understand why people behave as they do, how can we identify their needs? If we can’t identify their needs, how can we satisfy those needs? To illustrate the potential of consumer research to inform marketing strategy, the text contains numerous examples of specific applications of consumer behaviour concepts by marketing practitioners, as well as examples of windows of opportunity where such concepts might be used.
Table of Contents
Section 1: Consumers in the Marketplace
1. An Introduction to Consumer Behaviour
Section 2: Consumers as Individuals
2. Perception
3. Learning and Memory
4. Motivation and Affect
5. The Self
6. Personality, Lifestyles, and Values
Section 3 Attitude Change and Decision Making
7. Attitudes
8. Attitude Change and Interactive Communications
9. Individual Decision Making
10. Buying and Disposing
Section 4 Consumers in their Social and Cultural Settings
11. Group Influence and Social Media
12. Income, Social Class, and Family Structure
13. Subcultures
14. Cultural Influences on Consumer Behaviour
15. The Creation and Diffusion of Culture
Appendix: Careers in Consumer Research
People also search:
consumer behavior buying having and being
a consumer buying cooperative tested
ecommerce consumer behavior
h and h buying and selling
human buying behavior
