Consumer Behaviour – Shaping Choices in the Digital and Global Era offers a comprehensive exploration of how individuals and groups make buying decisions in an increasingly complex marketplace. Drawing upon insights from psychology, sociology, economics, and marketing, the book examines the foundations of consumer Behaviour, including perception, learning, motivation, attitudes, and personality, while also addressing the powerful roles of culture, social class, family, and reference groups.
Emphasising the integration of theory and practice, it highlights the importance of consumer research, market segmentation, and decision-making models, supported by case studies and real-world applications. Special attention is given to the influence of digital technologies, artificial intelligence, big data, and social media on contemporary consumer Behaviour, alongside emerging themes such as ethical consumption, sustainability, and neuromarketing.
1695.00
@copyrights all reserved The Readers Paradise Design By www.cypwebtech.com
