(eBook PDF) Consumer Behaviour Buying, Having, Being 8th Canadian Edition – Digital Instant Dowload.

Product details:

• ISBN-10: 0135433940
• ISBN-13: 9780135433942
• Author: Michael R. Solomon; Katherine White; Darren W. Dahl; Kelley Main

In addition to understanding why people buy things, we try to appreciate how products, services, and consumption activities contribute to the broader social world we experience. Whether shopping, cooking, cleaning, playing basketball, hanging out at the beach, or even looking at ourselves in the mirror, our lives are touched by the marketing system. And, as if these experiences weren’t complex enough, the task of understanding the consumer multiplies dramatically when a multicultural perspective is taken. Consumer Behaviour: Buying, Having, and Being also 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—perhaps by alert strategists after taking this course!

Table 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