Consumer behavior
著者
書誌事項
Consumer behavior
Prentice Hall, c1997
6th ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
This sixth edition uses a marketing segmentation approach to convey the essence of consumer behaviour and to connect psychological, sociocultural, and decision-making aspects of consumer behaviour. The authors explain what consumer behaviour variables are, types and importance of consumer research, and problems in performing research.
目次
- Introduction: the diversity of consumer behavior
- consumer research
- market segmentation. The consumer as an individual: consumer needs and motivation
- personality and consumer behavior
- consumer perception
- learning and consumer involvement
- the nature of consumer attitudes
- consumer attitude formation and change
- communication and persuasion. Consumers in their social and cultural settings: group dynamics and consumer reference groups
- the family
- social class and consumer behavior
- the influence of culture on consumer behavior
- subcultural aspects of consumer behavior
- cross-cultural consumer behavior - an international perspective. The consumer's decision making process: personal influence and the opinion leadership process
- diffusion of innovations
- consumer decision making. Consumer behavior and society: consumer behavior application to profit and not-for-profit marketing: public policy and consumer protection. Appendix: comprehensive models of consumer decision making.
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