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The Essence of Consumer Behaviour (The essence of...) ISBN: 0135731224 ISBN13: 9780135731222 The Essence of Consumer Behaviour (The essence of...) By: Jim Blythe Publisher: Financial TImes Prentice Hall Format: Paperback Our Price: 36.98

  Table of contents:

A user-friendly, readable and concise introduction to the subject of consumer behaviour.


Contents:

*The Importance of Understanding Consumer Behaviour

*Motivation

*Goals and Incentives

*Uncertainty and Post-Purchase Dissonance

*Personality and Self-Concept

*Perception and Learning Attitudes

*Peer and Reference Groups

*New and Repeat Buying

*High-Involvement Purchasing Behaviour

*Segmentation

*Buyer Behaviour in Services Markets

*Buying and the Marketing Mix.


Brief Description:

Aims to help 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 behaviour, and the tools and techniques available for doing so.

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