Consumer Behaviour for Marketing Decisions

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9780133593167: Consumer Behaviour for Marketing Decisions
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This is an, up-to-date detailed guide to the most important issues in consumer behavior.This text emphasizes recent research on consumer processes and issues, with a more behavioral orientation than many other texts. It introduces the fundamentals of consumer behavior, then covers loyalty, brand equity and brand extension issues; the impact of price and sales promotion; the attitudes, beliefs and intentions that drive consumer purchase -- and how to predict them. It discusses the mechanics of customer satisfaction and customer complaints; the psycholog of the retail setting, and the response to advertising. Many exercises are included to reinforce learning.This book is for all practicing professionals and advanced students in consumer marketing.

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