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Understanding the Consumer - A Psychological Approach

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Part 1 The Consumer in Context
- People as Consumers
-  Market Segmentation
- New Products and Innovations

Part 2 The Individual Perspective
- Perception
- Personality
- Learning
- Motivation

Part 3 The Social Perspective
- Family Influences
- Social & Developmental Influences
- The influence of small groups
- The influence of social class
- Cultural Influence
- Attitudes

Part 4 Consumer Decision Making
- Communication & Persuasion
- Approaching a Decision
- The Decision & it's Consequences
- The Organization as purchaser


Part 5 Consumerism
- Consumer Awareness
- The Future Consumer



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Understanding the Consumer - A Psychological Approach Understanding the Consumer - A Psychological Approach
$63.95 In stock