Consumer behavior

This revision of a classic book retains the market segmentation approach that has set the standard for consumer behavior study through 6 editions. Emphasizes the role of technology: the impact of technology on consumers and how they make their buying decisions is integrated throughout the text. For anyone interested in Consumer Behavior.

Part 1 : Introduction ; Part 2 : The Consumer as an individual ; Part 3 : Consumers in their social and cultural settings ; Part 4 : The consumer's decision-making process