Noel, Hayden.
Consumer behaviour / Consumer behavior. Hayden Noel. - Lausanne, Switzerland : La Vergne, TN : AVA Academia ; Distributed in the USA by Ingram Publisher Services, c2009. - 175 p. : col. ill ; 23 cm. - Basics marketing ; 01. . - Basics marketing ; 01. .
Numbering on alternate pages.
Includes bibliographical references (p. [176])
What is a consumer behavior? -- Ethnic, religious and group influences -- Class, age and gender influences -- Consumer motivation, perception and attitude -- Consumer knowledge and memory -- The consumer as a decision maker.
This book uses a wide range of real-world examples, case studies and practical student exercises to provide you with a rounded view of consumer needs and motivations. Offering an accessible explanation of the various roles played by ethnicity, religion, class, age and gender in consumers' actions, this is an insightful introduction to a complex aspect of modern marketing. It also offers a detailed examination of how consumers process and interpret new stimuli using existing knowledge and how new and remembered knowledge combine to influence purchasing behavior.--[book cover]
9782940373840 (pbk.)
Consumer behavior.
Marketing.
HF5415.32 / .N64 2009
658.8342 / NOE 2009
Consumer behaviour / Consumer behavior. Hayden Noel. - Lausanne, Switzerland : La Vergne, TN : AVA Academia ; Distributed in the USA by Ingram Publisher Services, c2009. - 175 p. : col. ill ; 23 cm. - Basics marketing ; 01. . - Basics marketing ; 01. .
Numbering on alternate pages.
Includes bibliographical references (p. [176])
What is a consumer behavior? -- Ethnic, religious and group influences -- Class, age and gender influences -- Consumer motivation, perception and attitude -- Consumer knowledge and memory -- The consumer as a decision maker.
This book uses a wide range of real-world examples, case studies and practical student exercises to provide you with a rounded view of consumer needs and motivations. Offering an accessible explanation of the various roles played by ethnicity, religion, class, age and gender in consumers' actions, this is an insightful introduction to a complex aspect of modern marketing. It also offers a detailed examination of how consumers process and interpret new stimuli using existing knowledge and how new and remembered knowledge combine to influence purchasing behavior.--[book cover]
9782940373840 (pbk.)
Consumer behavior.
Marketing.
HF5415.32 / .N64 2009
658.8342 / NOE 2009