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Consumer Behavior (10th Edition), ISBN 9780135053010 offers the expertise of Leon Schiffman and Leslie Kanuk to graduate and undergraduate students studying in courses devoted to consumer behavior and/or marketing. This book is built on a solid experiential and market segmentation approach with a major emphasis on the impact that the Internet has had on...
Consumer Behavior (10th Edition), ISBN 9780135053010 offers the expertise of Leon Schiffman and Leslie Kanuk to graduate and undergraduate students studying in courses devoted to consumer behavior and/or marketing. This book is built on a solid experiential and market segmentation approach with a major emphasis on the impact that the Internet has had on how people obtain information about potential purchases. This is accomplished through the presentation of the most current coverage of how technology is altering the daily lives of consumers. The text offers thirty-two mini-cases to help readers learn through the application of theory and also integrates current business news to demonstrate specific consumer behavior concepts. Leon Schiffman and Leslie Kanuk strategically organize the concepts of Consumer Behavior (10th Edition) across four all-inclusive sections and 16 chapters. This book begins with part 1 offering at 'Introduction' with chapters devoted to diversity in the marketplace, consumer research, and market segmentation. Part 2 presents chapters focused on 'The Consumer as an Individual' and focus on consumer motivations, personality and consumer behavior, consumer perception, learning, attitude formation and change, communication and consumer behavior. 'Consumers in Their Social and Cultural Settings' is the focus of part 3 with chapters presenting reference groups and family influences, social class and consumer behavior, the influence of culture on consumer behavior, subcultures and consumer behavior, and cross-cultural consumer behavior. This book is concluded with part 4 that focuses on 'The Consumer's Decision Making Process.' These final chapters are devoted to consumer influence and the diffusion of innovations and finally, consumer decision making.
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