Understanding consumer behavior and consumption experience / Rajagopal, Raquel Castano.

By: Rajagopal, 1957-
Contributor(s): Castano, Raquel, 1962-
Language: English Publisher: Hershey : Business Science Reference, [2015]Description: 1 online resource (xvi, 303 pages)Content type: text Media type: computer Carrier type: online resourceISBN: 9781466675186 (hardcover : alk. paper)Subject(s): Consumer behavior | Consumption (Economics)Genre/Form: Electronic books.DDC classification: 658.8/342 LOC classification: HF5415.32 | .R353 2015Online resources: Full text available at ProQuest Ebook Central Click here to view
Contents:
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.
Summary: "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"-- Provided by publisher.
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COLLEGE LIBRARY
LIC Gateway 		658.8/342 (Browse shelf) Available CL-47262
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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"-- Provided by publisher.

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