Consumer Behavior, 10/e

Leon Schiffman

Leslie Kanuk

ISBN 10: 0137006705
ISBN 13: 9780137006700
600pp ©2010 Paper

Basic Approach

For undergraduate and graduate consumer behavior courses.

This is a Pearson Global Edition . The Pearson Editorial team work closely with educators around the world to include content especially relevant to students outside the United States.

The text that set the standard for consumer behavior study.

Consumer Behavior explores how the examination and application of consumer behavior is central to the planning , development , and implementation of marketing strategies.

The tenth edition captures the impact of new media on consumer behavior and focuses on the marketers’ ability to learn more about costumer’ purchases in order to implement strategy with greater precision.

Table of Contents

1. Consumer Behavior : Meeting Challenges
2. The Consumer Research Process
3. Market Segmentation and Strategic Targeting
4. Consumer Motivation
5. Personality and Consumer Behavior
6. Consumer Perception
7. Consumer Learning
8. Consumer Attitude Formation and Change
9. Communication and Consumer Behavior
10. The Family and Its Social Class Standing
11. Influence of Culture on Consumer Behavior
12. Subcultures and Consumer Behavior
13. Cross Cultural and Global Consumer Behavior
14. Diffusion of Innovation
15. Consumer Decision Making and Beyond
16. Consumers Social Responsibility and Green Marketing