Consumer Behavior: Buying, Having, and Being (12th Global Edition) For A Comprehensive Guide

ISBN-13: 9781292153100

Consumer Behavior: Buying, Having, and Being is a comprehensive textbook that delves into the intricacies of consumer behavior in the modern marketplace. This 12th Global Edition explores the various factors that influence consumers’ purchasing decisions, from psychological and sociological perspectives to cultural and economic influences.

The book covers a wide range of topics, including consumer motivation, perception, attitudes, and decision-making processes. It also examines the impact of social media, advertising, and branding on consumer behavior, as well as the role of ethics and sustainability in consumer choices.

Through real-world examples, case studies, and research findings, the book provides valuable insights into how consumers navigate the complex landscape of products and services available to them. It also offers practical strategies for marketers and businesses to better understand and connect with their target audiences.

Whether you are a student studying marketing, psychology, or business, or a professional looking to enhance your understanding of consumer behavior, this book is an essential resource for gaining a deeper insight into the minds of consumers and the factors that drive their purchasing decisions.

This edition retains the full content with the added advantage of portability, allowing readers to easily access and engage with the material from any device, whether in a classroom or during fieldwork.