Consumer behaviour : a European perspective
Consumer behavior
/ Michael R. Solomon, [and three others].
- Fourth edition.
- Harlow, England : Pearson Education 2010.
- xxvii, 700 pages : illustrations (chiefly color) ; 27 cm.
Includes bibliographical references and indexes.
An introduction to consumer behaviour — A consumer society — Shopping, buying and evaluating — Perception — The self — Motivation, values and lifestyle — Learning and memor — Attitudes — Individual decision-making — Group influence and opinion leadership — European family structures, household decision-making and age cohorts — Income and social class — Culture and consumer behaviour — Cultural change processses — New times, new consumers.
The book links consumer behaviour theory with the real life problems faced by practitioners. The unique five-part micro-to-macro wheel structure provides a multi-disciplinary approach, including the latest data for profiling European consumers. The book shows how research and concepts in consumer behaviour can inform and be applied to broader strategic marketing issues.