Consumer Behavior
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Book Details
Author(s)
Leon G. Schiffman, Leslie Lazar Kanuk
Publisher
Prentice Hall College Div
ISBN / ASIN
0133729885
ISBN-13
9780133729887
Marketplace
France 🇫🇷
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Description
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.
