Consumer behavior 12th edition is a well renowned eBook. It is an intermingle of many sciences. It simply concentrates on understanding the behavior of consumers in buying and purchasing of a product. Consumer behavior has emerged as a major field of study in marketing. Consumer Behavior 10th Edition is also one of the most demanded books on consumer behavior. There are many other international books written on this topic by authors.
Must Read: “Marketing Management by Philip Kotler”
Consumer Behavior 12th Edition Schiffman.
Consumer behavior book under consideration is written by Leon Schiffman and Joseph Wisenbilt. It contains 5 parts and 16 chapters.
Part 1 deals with the introduction of Consumer behavior approach. It also explains the importance of consumer research and strategic targeting in marketing. Part 2 concentrates of understanding consumer as an individual. Moreover, it addresses different psychological aspects of consumers. These include learning, motivation and attitude of consumer.
Part 3 of eBook focuses on social aspects. It studies the consumer in its social setup and ties. However, last part of Consumer Behavior by Schiffman is very important. It highlights the decision making process of consumer. If we are able to understand how consumers make decisions, we can tailor our products according to their needs.
Furthermore, this book provokes thought process in a person. Pictorial demonstration and exercises also make the topic easy to understand. Different exercises and case studies are also important in imparting knowledge.
Read more about Consumer Behavior latest Edition from here.