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Basics Marketing 01: Consumer Behaviour By Hayden Noel

Basics Marketing 01: Consumer Behaviour by Hayden Noel

Condition - Very Good
$21.49
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Summary

Using real-world examples, this book considers different consumers around the world and how their consumption behaviours differ. It highlights the impact of the digital world on consumer behaviour, and how it has created a borderless marketplace.

Basics Marketing 01: Consumer Behaviour Summary

Basics Marketing 01: Consumer Behaviour by Hayden Noel

Basics Marketing: Consumer Behaviour highlights the impact of the digital world on consumer behaviour, and how it has created a borderless marketplace. The content flows from a micro orientation, focusing on the consumer as an individual, through to a macro approach, which examines how consumers function within a group setting and how this affects their behaviour. Early chapters draw heavily from psychology while the latter chapters lead students through sociology and anthropology theories.

About Hayden Noel

Dr Hayden Noel is an assistant professor in the College of Business Administration at the University of Illinois at Urbana-Champaign. He has published articles in leading academic journals such as the Journal of Consumer Research and the Journal of Consumer Psychology. In addition, he has taught in MBA programmes in the United States, Hong Kong, Singapore and Taiwan.

Table of Contents

Introduction. How to get the most out of this book. What is consumer behaviour?: Defining consumer behaviour; What influences consumer behaviour?; Consumers' impact on marketing strategy; Methods of data collection; Case study: The case of Coke Zero; Questions and exercises. Ethnic, religious and group influences: Ethnic subcultures and consumer identity; Religious subcultures; Reference groups; Consumer-related reference groups; Case study: McDonald's goes global; Questions and exercises. Class, age and gender influences: What is social class?; Age and consumer identity; How gender affects consumer behaviour; Case study: What women want; Questions and exercises. Consumer motivation, perception and attitude: Consumer motivation; Consumer perception; Consumer attitudes; Case study: The Harley-Davidson community; Questions and exercises. Consumer knowledge and memory: What is knowledge?; How is knowledge organised?; How memory works; Case study: Nostalgia marketing - MINI; Questions and exercises. The consumer as a decision maker: Consumer decision making; Judgment and decision making; What influences consumers' decisions?; Post-decision processes; Case study: Jet Blue Airways's Valentine's Day debacle; Questions and exercise. Appendix. Working with ethics.

Additional information

GOR005344117
9782940373840
2940373841
Basics Marketing 01: Consumer Behaviour by Hayden Noel
Used - Very Good
Paperback
Bloomsbury Publishing PLC
20090815
176
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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