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Consumer Behaviour: A Comprehensive Handbook
Paperback
Publisher: Independently Published
Published: Nov 24 2024
Pages: 62
Weight: 0.21
Height: 0.13 Width: 6.00 Depth: 9.00
Language: English
The book comprehensively explores consumer behaviour, starting with the Introduction to Consumer Behaviour where it defines the concept, nature, and scope, and discusses its applications in marketing. It delves into the Consumer Research Process and various factors influencing behaviour, including external influences like culture and social class, and internal influences such as needs and motivations, perception, and personality. The second unit, Consumer Motivation & Marketing Communications, examines the motivations behind consumer actions, drawing on theories like Maslow's Hierarchy of Needs and Freud's Theory of Motivation, and outlines the marketing communication process, highlighting interpersonal and persuasive communication systems.
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