Understanding consumer behavior and consumption experience
By: Rajagopal, Raquel Castano
Contributors: Castano, Raquel, 1962-
Publisher: Business Science Reference
Published: 2015
Place of publication: Hershey
Language: eng
Number of pages: 303
ISBN-13: 9781466675186; 9781466675193
Subjects: Consumer behavior; Consumption (Economics)
Description: "This book discusses the indispensable value of understanding consumer activities and the crucial role they play in developing successful marketing strategies by ocusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology"--
Notes: Includes bibliographical references (pages 260-298) nd index.
Table of contents: title: Foreword; title: Preface; title: Acknowledgements; title: Consumer perception: conscious and non-conscious processes; title: Consumption experiences; title: Consumer relationships with products and brands; title: Consumer well-being and happiness; title: Vulnerable consumers; title: Building and changing consumer attitudes; title: Cross-cultural variations in consumer behavior; title: Social group influences; title: Ethnic identity; title: Consumer behavior in the e-marketplace; title: Routes to market; title: Index.