Consumer Behaviour Advances & Applicatio

This is an, up-to-date detailed guide to the most important issues in consumer behavior.This text emphasizes recent research on consumer processes and issues, with a more behavioral orientation than many other texts. It introduces the fundamentals of consumer behavior, then covers loyalty, brand equity and brand extension issues; the impact of price and sales promotion; the attitudes, beliefs and intentions that drive consumer purchase -- and how to predict them. It discusses the mechanics of customer satisfaction and customer complaints; the psycholog of the retail setting, and the response to advertising. Many exercises are included to reinforce learning.This book is for all practicing professionals and advanced students in consumer marketing.

Includes bibliographical references (p. 314-340) and index.