Authors: Dr. Nguyen Xuan Lan - Dr. Pham Thi Lan Huong - Dr. Duong Thi Lien Ha

Publisher: Tai Chinh

Pages: 366

Year of publication: 2014

Size: 16 x 24 cm

CONSUMER BEHAVIOR is a subject that examines why people collect, use or remove an item. This is a marketing subject that uses knowledge from the fields of psychology, sociology, anthropology and economics to describe and understand how consumers behave in many different situations.

Knowledge of consumer behavior principles allow markets makers and other executives to make better decisions. They can better predict consumer actions, identify the needs of the target market, understand how consumers perceive and use marketing information. Awareness of consumer behavior also assists individuals in understanding their own buying / use / removal decisions.

This book is divided into 5 parts:

Part I: Introducing an overview of consumer behavior

Part II: Influence of core psychological factors

Part III: Decision-making process

Part IV: Influence of external and personal factors

Part V: Results of consumer behavior