Abstract:
Marketing attempts to influence the way consumers
behave. These attempts have implications for the organizations
making them, the consumers they are trying
to influence, and the society in which these attempts
occur. We are all consumers and we are all members
of society, so consumer behavior and attempts to influence
it are critical to all of us. This text is designed to
provide an understanding of consumer behavior. This
understanding can make us better consumers, better
marketers, and better citizens.
Description:
A primary purpose of this text is to provide the student
with a usable, managerial understanding of consumer
behavior. Most students in consumer behavior courses
aspire to careers in marketing management, sales, or
advertising. They hope to acquire knowledge and skills
that will be useful to them in these careers.
