The Essence of Consumer Behaviour (Essence of Management: Prentice Hall Series)

Why is a knowledge of consumer behaviour so essential to effective marketing? How can an understanding of why people buy help marketers know how to sell? How are attitudes towards products formed - and how can those attitudes be changed? What can managers do to persuade consumers to buy - and buy again? The Essence of Consumer Behaviour is an invaluable reference source for managers on short courses; for MBA and other students who want to get quickly to the heart of the subject; as reference material for managers' bookshelves and for aspiring managers wishing to improve their knowledge and skills.

Helps managers and students quickly understand why consumers make the decisions they do -- and how to influence those decisions. This book discusses the importance of understanding consumer behavior, and the tools and techniques available for doing so. It introduces consumer motivation, goals, incentives and uncertainties. It reviews the relationships between buying and an individual's personality and self-concept -- and introduces high-involvement purchasing behavior. It illuminates the differences between new and repeat buyers. It also covers market segmentation, evaluation of consumer attitudes, and buyer behavior in the increasingly important services marketplace.All managers and business students, especially those with marketing responsibilities or interests.