This text uses a marketing segmentation approach to convey the essence of consumer behaviour and to connect psychological, sociocultural and decision-making aspects of consumer behaviour. The authors explain in an integrated fashion what consumer behaviour variables are, types and importance of consumer research and problems in performing research ...
This most popular international undergraduate Consumer Behavior text has been adapted to reflect the Australian Business environment. This edition uses a marketing segmentation approach to convey the essence of consumer behavior and to connect psychological, sociocultural and decision making aspects of consumer behavior. The authors explain in an ...
Resumen de contenido: Introduccion. El consumidor como individuo. Los consumidores y sus entornos sociales y culturales. El proceso de toma de decisiones del consumidor. El comportamiento del consumidor y la sociedad. Apendices. Glosario.
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