SECOND HAND BOOKS | Consumer Behaviour & Marketing Action | Cengage Learning India Pvt Ltd

270.00

SECOND HAND BOOKS | Consumer Behaviour & Marketing Action | Cengage Learning India Pvt Ltd

270.00

Authors Name Henry Assael
ISBN 13 9788131500361
Publisher Cengage
Edition 6th
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Pages
Language English
Publishing Year
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Description
Reference Textbooks
BBA/BBA(CA)/BBA(IB)/MBA/MCA / Management
Table Of Contents:

Part I: Consumer Behavior: A Managerial and Consumer Perspective.
Consumer Behavior: A Managerial and Consumer Perspective.
Consumer Rights and Social Responsibility.

Part II:Complex Decision Making: The Purchase Process and Consumption Experience.
Consumer Learning, Habit and Brand Loyalty.
Low-Involvement Decision Making.
Situational Influences.

Part III: The Individual Consumer: Cognitive and Experiential Processes.
Consumer Perceptions.
Consumer Information Acquisition and Processing.
Attitudes.
Attitude Reinforcement and Change.
Influencing Attitudes through Marketing Communications.

Part IV: The Individual Consumer: Characteristics and Lifestyles.
Demographics and Social Class.
Lifestyle and Personality Influences.

Part V: Consumers and Cultural Influences.
Culture.
Cross-Cultural and Subcultural Influences.

Part VI: Group Influences.
Reference Group Influences.
Household Decision Making.
Group Communications: Word of Mouth and Diffusion Processes.
Glossary.
Endnotes.
Index.
Exhibit Credits.

Additional information
Weight 1015 g
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