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Consumer Behavior, by Leon G. Schiffman, Leslie Lazar Kanuk
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This sixth edition uses a marketing segmentation approach to convey the essence of consumer behaviour and to connect psychological, sociocultural, and decision-making aspects of consumer behaviour. The authors explain what consumer behaviour variables are, types and importance of consumer research, and problems in performing research.
- Sales Rank: #6155863 in Books
- Published on: 1997-01
- Original language: English
- Number of items: 1
- Dimensions: 10.50" h x 8.50" w x 1.25" l,
- Binding: Hardcover
- 672 pages
From the Publisher
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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