Rajagopal, 1957-

Understanding consumer behavior and consumption experience / Rajagopal, Raquel Castano. - 1 online resource (xvi, 303 pages) ;

Includes bibliographical references (pages 260-298) nd index.

Foreword -- Preface -- Acknowledgements -- Consumer perception: conscious and non-conscious processes -- Consumption experiences -- Consumer relationships with products and brands -- Consumer well-being and happiness -- Vulnerable consumers -- Building and changing consumer attitudes -- Cross-cultural variations in consumer behavior -- Social group influences -- Ethnic identity -- Consumer behavior in the e-marketplace -- Routes to market -- Index.

"This book discusses the indispensable value of understanding consumer activities and the crucial role they play in developing successful marketing strategies by ocusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology"--

9781466675186 (hardcover : alk. paper)

2014045047


Consumer behavior.
Consumption (Economics)


Electronic books.

HF5415.32 / .R353 2015

658.8/342