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Over the years, the complexity and competition in the marketplace have made the study of consumer behaviour of vital importance. It is a vast and complex subject and understanding and `knowing consumers` is not that simple. It is almost impossible to predict with total accuracy how consumer(s) will behave in a given situation. Marketers develop and direct their communications to influence consumers` behaviour in a desired manner and for this reason they are keenly interested in the wide variety of behaviours that consumers display.
On the other hand, consumers are moved by a complex set of deep and subtle emotions. Their behaviour springs from deeply held cultural values, motivations, perceptions of the world, their attitudes and situations, common sense, impulse or whimsy. As one can imagine, all this is the outcome of a large number of external and internal influences.
ASIN : B00BI22LLK
Publisher : Excel Books; First edition (February 18, 2013)
Publication date : February 18, 2013
Language : English
File size : 10475 KB
Text-to-Speech : Enabled
Screen Reader : Supported
Enhanced typesetting : Enabled
X-Ray : Not Enabled
Word Wise : Enabled
Sticky notes : On Kindle Scribe
Print length : 673 pages
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