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Author Rajagopal, 1957- author
Title Understanding consumer behavior and consumption experience / by Rajagopal and Raquel Castaño
Imprint Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pa., 17033, USA) : IGI Global, [2015]
book jacket
Descript PDFs (303 pages)
text rdacontent
electronic isbdmedia
online resource rdacarrier
Note Includes bibliographical references
Consumer perception: conscious and non-conscious processes -- Consumption experiences -- Consumer relationships with brands -- Consumer well-being and happiness -- Vulnerable consumers -- Building and changing consumer attitude -- Cross-cultural variations in consumer behavior -- Social group influences -- Ethnicity and consumerism -- Consumer behavior in the e-marketplace -- Routes to market
Restricted to subscribers or individual electronic text purchasers
"This book discusses the indispensable value of understanding consumer activities and the crucial role they play in developing successful marketing strategies by focusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology"--Provided by publisher
Also available in print
Mode of access: World Wide Web
Link (Original) (DLC)2014045047
Print version: 1466675187 9781466675186 (DLC) 2014045047
Subject Consumer behavior
Consumption (Economics)
Brand relationships
Consumer emotions
Cross-cultural perceptions
Customer vulnerability
Multicultural marketing
Social media
Virtual markets
Alt Author Castaño, Raquel, 1962- author
IGI Global, publisher
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