Consumer Behavior a Strategic Approach

The book introduces decision-making at the beginning, providing students with a framework for understanding the characteristics of and various factors influencing consumer behavior. The given chapter overviews recaps core principles and also explains the relationship between chapters. The global applications of consumer behavior boxes focus on the similarities and differences across international boundaries and the strategic applications of consumer behavior features look at how organizations and managers confront current consumer behavior challenges. It contains research assignments that allow students to practice the concepts presented in the textbook. I. Introduction to consumer behavior ii. The individual consumer iii. Group and cultural influences iv. Marketing action