Consumer behaviour / Hayden Noel.
Material type: TextSeries: Basics marketing ; 01.Publisher: Lausanne, Switzerland : AVA Academia, [2009]Distributor: La Vergne, TN : Distributed in the USA by Ingram Publisher Services Copyright date: ©2009Description: 175 pages : illustrations ; 23 cmContent type:- text
- unmediated
- volume
- 2940373841
- 9782940373840
- Consumer behavior
- 658.8342 22
- HF5415.32 .N64 2009
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.8342 NOE (Browse shelf(Opens below)) | 1 | Available | A469369B |
Browsing City Campus shelves, Shelving location: City Campus Main Collection Close shelf browser (Hides shelf browser)
658.8342 MIN Why women shop : secrets revealed / | 658.8342 MOO Consumer behavior and culture : consequences for global marketing and advertising / | 658.8342 MOS Gender, design and marketing : how gender drives our perception of design and marketing / | 658.8342 NOE Consumer behaviour / | 658.8342 OSH The marketing power of emotion / | 658.8342 PET Consumer behavior & marketing strategy / | 658.8342 POP The Popcorn report : revolutionary trend predictions for marketing in the 90s. |
Numbering on alternate pages.
Includes bibliographical references.
What is consumer behavior? Defining consumer behaviour ; What influences consumer behaviour? Consumers' impact on marketing strategy ; Methods of data collection ; Case study: the case of Coke Zero ; Questions and exercises -- Ethnic, religious and group influences. Ethnic subcultures and consumer identity ; Religious subcultures ; Reference groups ; Consumer-related reference groups ; Case study: McDonald's goes global ; Questions and exercises -- Class, age and gender influences. What is social class? ; Age and consumer identity ; How gender affects consumer behaviour ; Case study: what women want ; Questions and exercises -- Consumer motivation, perception and attitude. Consumer motivation ; Consumer perception ; Consumer attitudes ; Case study: the Harley-Davidson community ; Questions and exercises -- Consumer knowledge and memory. What is knowledge? ; How is knowledge organised? ; How memory works ; Case study: nostalgia marketing--MINI ; Questions and exercises -- The consumer as a decision maker. Consumer decision making ; Judgment and decision making ; What influences consumers' decisions? ; Point-decision processes ; Case study: JetBlue Airway's Valentine Day debacle ; Questions and exercises.
This book uses a wide range of real-world examples, case studies and practical student exercises to provide you with a rounded view of consumer needs and motivations. Offering an accessible explanation of the various roles played by ethnicity, religion, class, age and gender in consumers' actions, this is an insightful introduction to a complex aspect of modern marketing. It also offers a detailed examination of how consumers process and interpret new stimuli using existing knowledge and how new and remembered knowledge combine to influence purchasing behavior.--[book cover].
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