Consumer Behavior: A Decision-Making Approach

This text uses the decision-making process to help students understand and predict what consumer buying choices will be. This process is paralleled by the strategies businesses use to solve problems and take advantage of new opportunities. The text focuses on four areas of consumer decision-making: problem recognition, search for market related information, evaluation and decision and postpurchase assessment. Other topics include businesses use of consumer research, international consumer behaviour, consumer dissatisfaction and probable managerial reactions, and management decision as it relates to consumer choices. This book should be of interest to students in departments of marketing taking courses in market research and consumer behaviour.