Consumer Behavior: Buying, Having, And Being

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This market leader on the study of consumer behavior, as usual, goes beyond the “act of buying” by underscoring the complex interrelationships between individual consumer and his or her social realities. The author presents how products, services and consumption activities contribute to social world and presents an engaging, balanced and global perspective. The book is most suitable for courses on Consumer Behavior taught at MBA and undergraduate levels.DISTINGUISHING FEATURESl Chapter Opening vignettes – Each chapter begins with a vignette about a current, “real” person that students can relate to. l Cases that apply theory to practice – Learning by doing; in this edition, a Case Study at the end of each chapter is included.l Updated “Apply” assignments at the end of each chapter allows students to conduct mini-experiments in the real world. l Updated “Marketing Opportunities” boxes highlight the fascinating ways that successful marketing practitioners translate the wisdom extracted from consumer research into actual business activities. l Current trends incorporated throughout the book to attract students’ interests and lifestyles as they can enjoy reading the text written on their wavelengths.l The Global Looking Glass – This feature helps students understand and appreciate the dynamics of cultural differences. l The Author’s “Wheel of Consumer Behavior” model is a constant reminder to the reader to illustrate meaningfully the complex interrelationships between the individual consumer and the social environment.l “Net Profit” boxes in each chapter points to specific examples of the Net’s potential to improve the way business is conducted. l Other margin notes like “The Tangled Web” which highlight some of the abuses of digital consumer behavior, and “marketing pitfalls” provides useful cautionary notes, serve as valuable back-ups to the students.