Consumer behaviour. (2016)

• Record Type: Book
• Other Titles: Consumer behavior
• Further Information: Note: Hayden Noel.
• Other Names: Noel, Hayden
• Contents: What is consumer behavior? Defining consumer behaviour ; What influences consumer behaviour? Consumers' impact on marketing strategy ; Methods of data collection ; Case study: the case of Coke Zero ; Questions and exercises -- Ethnic, religious and group influences. Ethnic subcultures and consumer identity ; Religious subcultures ; Reference groups ; Consumer-related reference groups ; Case study: McDonald's goes global ; Questions and exercises -- Class, age and gender influences. What is social class? ; Age and consumer identity ; How gender affects consumer behaviour ; Case study: what women want ; Questions and exercises -- Consumer motivation, perception and attitude. Consumer motivation ; Consumer perception ; Consumer attitudes ; Case study: the Harley-Davidson community ; Questions and exercises -- Consumer knowledge and memory. What is knowledge? ; How is knowledge organised? ; How memory works ; Case study: nostalgia marketing--MINI ; Questions and exercises -- The consumer as a decision maker. Consumer decision making ; Judgment and decision making ; What influences consumers' decisions? ; Point-decision processes ; Case study: JetBlue Airway's Valentine Day debacle ; Questions and exercises.
• Publisher Details: London : Fairchild Books
• Publication Date: 2016
• Extent: 1 online resource (176 pages)
• Subjects: 658.8342; Consumer behavior; Marketing; Consumer behavior; Marketing
• Languages: English
• ISBNs: 9781474298094; 1474298095
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.