Publisher:
Pearson Education (US): 1994
This text uses a marketing segmentation approach to convey the essence of c onsumer behaviour and to connect psychological, sociocultural and decision- making aspects of consumer behaviour. The authors explain in an integrated fashion what consumer behaviour variables are, types and importance of cons umer research and problems in performing research. It integrates the tradit ional and modern in consumer behaviour and explores unethical consumer beha viour, shoplifting, switching price tags, and wearing and returning clothes , for example. The work discusses environmentalism and social issues ...
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