Consumer behavior: an applied approach. / Nessim Hanna, Richard Wozniak
Material type: TextPublisher: Upper Saddle River, N.J. : Prentice Hall, 2001Description: xxi, 586 p. : col. illISBN: 0130895024Subject(s): Consumer behavior | Consumer behavior -- United StatesDDC classification: 658.8'342 LOC classification: HF5415.33.U6.H36 |Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY | HF5415.33.U6.H36 (Browse shelf) | Available | K/1647/1647/19 |
Includes bibliographical references and indexes.
Contents: Introduction to consumer behavior -- Consumer research -- Segmentation, Targeting, and positioning -- Consumer perception -- Consumer learning and memory -- Consumer attitudes -- Motivation and emotion -- Personality, lifestyle, and self- concept -- Consumer decision making -- Communication -- Diffusion of innovations -- Group influence -- The family and generational cohorts -- Personal influence and word of mouth -- Social class -- Culture and microcultures --
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