Consumer Behavior: Building Marketing Strategy (Hardcover) (ISBN-13: 9781639871339)

The branch of management which deals with the factors affecting the buying behavior of customers is called consumer behavior. It focuses on individuals and groups, and all the activities related to their purchasing, and disposal of goods and services. The emotions, preferences and attitudes of consumers play a major role in the study of this discipline. It is an inter-disciplinary field which draws on the principles of sociology, anthropology, economics, psychology, marketing and ethnography. The various stakeholders who play a major role in the study of consumer behavior are the initiator, the influencer, the decider, the purchaser and the user. Some of the important consumer decision styles which play a vital role in this field are perfectionist, hedonistic, impulsive, brand loyal, confused, brand conscious and price conscious. This book is a valuable compilation of topics, ranging from the basic to the most complex theories and principles in the field of consumer behavior. Some of the diverse topics covered herein address the varied branches that fall under this category. Those in search of information to further their knowledge will be greatly assisted by this book

Author: Amy Nelson
ISBN-10: 1639871330
ISBN-13: 9781639871339
Publisher: Murphy & Moore Publishing
Language: English
Published: 09/20/2022
Pages: 241
Format: Hardcover
Weight: 1.75lbs
Size: 10.88h x 8.00w x 0.56d