TY  - BOOK
AU  - Schiffman,Leon G.
AU  - Wisenblit,Joseph
AU  - Kumar,S Ramesh
TI  - Consumer behavior
SN  - 9789353069834
U1  - 658.8342 SCHL 12th
PY  - 2019///
CY  - New York
PB  - Pearson
KW  - Market segmentation and real time bidding
KW  - Consumer perception and  positioning
KW  - Consumer perception and positions
KW  - Consumer attitude formation and change
N1  - With a strong empirical and market segmentation approach, this book focuses on how the Internet has changed the way people obtain information about potential purchases, giving readers the most up-to-date material on how technology is changing their lives as consumers. The Thirty-two mini-cases help readers learn by applying the theory, drawing on current business news to demonstrate specific consumer behavior concepts. This edition now includes thirty-two Active Learning mini-cases. A clear consumer decision making model is set out in each chapter to facilitate learning-- presented in the first chapter, this model serves as a structural framework for the concepts-- the building blocks-- examined in the following chapters. The book's final chapter ties all of these concepts together so readers see the interrelationships and relevance of individual concepts to consumer decision-making. For those studying consumer behavior and/or marketing; Includes bibliographical references (pages 405-431) and index
ER  -