Description: Helps managers and students quickly understand why consumers make the decisions they do -- and how to influence those decisions. This book discusses the importance of understanding consumer behavior, and the tools and techniques available for doing so. It introduces consumer motivation, goals, incentives and uncertainties. It reviews the relationships between buying and an individual's personality and self-concept -- and introduces high-involvement purchasing behavior. It illuminates the differences between new and repeat buyers. It also covers market segmentation, evaluation of consumer attitudes, and buyer behavior in the increasingly important services marketplace.All managers and business students, especially those with marketing responsibilities or interests.

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