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