This is a text book that explains “Consumer behavior” a study of how consumer received, process and act. This book is committed to the “spirit ofdiversity” and also achieves an appropriate balance between our ongoing commitment to strategic consumer behavior and the broader postmodern perspective that focused on individual consumption experience.
This book is divided into five parts;
Part 1 provides the background and the tools for a strong and comprehensive understanding pf the consumer behavior principles that follow.
Part 2 discussed the consumer as and individual. It begins with an exploration of consumer needs and motivations, recognizing both the rational and emotional bases of consumer actions and concludes with a discussion of communication and persuasion, and links consumers as individuals to the world and people around them.
Part 3 is concerned with the social and cultural dimensions of consumer behavior. Concludes with an extended discussion of cross-cultural consumer behavior within an increasing global marketplace.
Part 4 explores various aspects of consumer decision making and concludes with an examination of the expanding research focus on understanding individual consumption and the symbolic meanings of possessions.
Part 5 addresses the role consumer behavior in our society. The book concludes with an examination of public policy issues and a discussion of consumer behavior research priorities.