Consumer Behavior. Textbook
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The textbook discusses the basic issues regarding consumer behavior, on the principle of modeling the decision-making processes, customer behavior in the store’s trading floor and on trading Internet platforms.
A classification of consumer behavior models are proposed, which are based on research in the field of economic, social and psychological theories, as well as empirical data regarding decision-making by consumers when buying goods, including in online stores. Methods of qualitative and quantitative studies of consumer behavior, the basis of statistical processing of empirical data are presented.
Attention processes of perception by consumers of trademarks (brands) and advertising messages are paid, the basic rules for laying out goods (merchandising) and its impact on the consumer’s decision are considered, and recommendations are given on the use of consumer behavior in personal sales.
An integrated model of consumer behavior in the Internet environment is presented, the process of perception by the visitor to the company"s website is considered, and factors are given that affect the consumer choice of goods on the Internet.
Designed to prepare bachelors in the areas of training 03/38/02 "Management", 03/38/06 "Trading Affairs" and can be used to prepare bachelors in the field of preparation 43.03.01 "Service", and will also be useful to specialists who work In the field of marketing, sales and sales.
2nd edition, processed and supplemented
A classification of consumer behavior models are proposed, which are based on research in the field of economic, social and psychological theories, as well as empirical data regarding decision-making by consumers when buying goods, including in online stores. Methods of qualitative and quantitative studies of consumer behavior, the basis of statistical processing of empirical data are presented.
Attention processes of perception by consumers of trademarks (brands) and advertising messages are paid, the basic rules for laying out goods (merchandising) and its impact on the consumer’s decision are considered, and recommendations are given on the use of consumer behavior in personal sales.
An integrated model of consumer behavior in the Internet environment is presented, the process of perception by the visitor to the company"s website is considered, and factors are given that affect the consumer choice of goods on the Internet.
Designed to prepare bachelors in the areas of training 03/38/02 "Management", 03/38/06 "Trading Affairs" and can be used to prepare bachelors in the field of preparation 43.03.01 "Service", and will also be useful to specialists who work In the field of marketing, sales and sales.
2nd edition, processed and supplemented
Cover:
Cover:Hard
Category:
- Category:Business & Money
ISBN:
ISBN:978-5-16-015021-5
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