Consumer Behaviour : Understanding Consumers– Designing Marketing Activities

Paperback / softback

The Consumer Behavior textbook is intended for students in the following disciplines:

Business Administration
Psychology
Communications
Related disciplines
It follows a consistent didactic concept: as a reader, you observe the fictional characters Lea and Ben in numerous consumption situations. In this way, you get to know essential theories and models in a lively way and close to everyday life. The following elements also help you to quickly grasp and effectively learn the contents of the textbook "Consumer Behaviour":



Case studies
Descriptions of relevant studies
QR codes to video content (e.g. videos and websites)
This makes this book ideal for reviewing lectures and preparing for exams. At the end of each chapter you will find questions for self-monitoring and recommended reading.

This textbook addresses the central question of whether and in what way advertising has a lasting influence on the purchase decision process. For this purpose, it takes a look at the focus of consumer behavior and market research. In the course of this, the work conveys the basics of consumer behaviour in a comprehensible and clear language