9789380937397 - Consumer Behaviour di Gupta, R. C.; Jain, T. C. (1 risultati)

Contents Preface 1 Introduction to Consumer Behaviour 2 Decision-Making and Purchasing Behaviour 3 Attitude Psychology 4 Change in consumer Behaviour 5 Motivation to Consumer 6 Effects of Public Image 7 Principles of Consumer Perception 8 Consumer Models 9 Reference Group and Cultural Behaviour 10 Role of Family 11 Attitude Formation and Behaviour 12 Marketing Research for Consumers IndexThe term consumer is often used to describe two different kinds of consuming entities the personal consumer and the organizational consumer The personal consumer buys goods and services for his or her own use eg shaving cream or shampoo for the use of the household or as a figt for a friend In each of these contexts the goods are bought for final use by individuals who are referred to as ?end users? or ?ultimate consumers? The second category of consumer the organizational consumer encompasses for profit and non-profit business government agencies and institutions all of which must buy products equipments and services in order to run their organizations Consumer behaviour is the study of when why how and where people do or do not buy product It blends elements from psychology sociology social anthropology and economics It attempts to understand the buyer decision-making process both individually and in groups It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people?s wants It also tries to assess influences on the consumer from groups such as family friends reference groups and society in general Jacket 284 pp.