Consumer Behaviour

by Schiffman, Leon G.; Kanuk, Leslie Lazar; Hansen, Havard

• ISBN13: 9780273704010
• ISBN10: 027370401X
• Format: Paperback
• Copyright: 2008-02-21
• Publisher: Prentice Hall

Summary

This new European perspective on Schiffman and Kanuk's classic Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy, how they evaluate their purchase, and how they ultimately dispose of it. The text has been thoroughly adapted and revised to reflect European conditions, and shortened to focus attention on critical concepts in consumer behaviour. The authors discuss the effects of family, social class, culture and subculture on the decision-making process, and, by taking a psychological approach, illuminate the ways in which marketers apply the principles of consumer behaviour to the development and implementation of marketing strategies.

Author Biography

Havard Hansen is Associate Professor of Marketing at the Norwegian School of Management BI.

Table of Contents

Preface

Introduction

An introduction to the study of Consumer Behavior

Consumer Research

Market Segmentation

The Consumer as an Individual

Consumer Decision Making

Consumer Motivation

Personality and Consumer Behavior

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Communication and Consumer Behavior

Consumers in Their Social and Cultural Settings

Reference Groups and Family Influences

Social Class and Consumer Behavior

The Influence of Culture and Subculture on Consumer Behavior

Cross-Cultural Consumer Behaviour: An International Perspective

More on the Consumer's Decision-Making Process

Consumer Influence and the Diffusion of Innovations

Consumer Decision Making - Again

Table of Contents provided by Publisher. All Rights Reserved.