Consumer Behavior

Consumer Behavior
ISBN-10
0133729885
ISBN-13
9780133729887
Series
Consumer Behavior
Pages
672
Language
English
Published
1997
Publisher
Prentice Hall
Authors
Leon G. Schiffman, Leslie Lazar Kanuk

Description

The Fifth Edition of this unique text uses a marketing segmentation approach to convey the essence of consumer behavior and to connect psychological, sociocultural, and decision-making aspects of consumer behavior. The authors explain in an integrated fashion what consumer behavior variables are, types and importance of consumer research, and problems in performing research. A vivid writing style motivates student interest.

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