Consumer Behaviour Buying Having and Being 11th Edition By Michael R. Solomon

Consumer Behaviour: Buying, Having, and Being (11th Edition)

📖 Author: Michael R. Solomon
📚 Edition: 11th

This book provides a comprehensive introduction to consumer behavior, exploring the psychological, social, and cultural influences that shape buying decisions. It helps students and professionals understand how consumers think, feel, and act in the marketplace.

Key Features:

✔ Behavioral Insights – Explores consumer decision-making and the psychology behind purchases.
✔ Marketing Applications – Shows how businesses can influence consumer choices.
✔ Social & Cultural Influences – Examines the role of culture, identity, and lifestyle in buying behavior.
✔ Cutting-Edge Research – Incorporates latest trends in digital marketing and consumer analytics.
✔ Real-World Case Studies – Features practical examples from global brands.

Topics Covered:

📌 Introduction to Consumer Behavior – Understanding why consumers buy.
📌 Perception & Learning – How people interpret marketing messages.
📌 Motivation & Personality – Psychological factors driving consumer needs.
📌 Attitudes & Persuasion – Techniques to influence customer opinions.
📌 Decision-Making Process – The steps a consumer takes before making a purchase.
📌 Social & Cultural Influences – How family, peers, and culture affect buying choices.
📌 Digital Consumer Behavior – The impact of social media and e-commerce.
📌 Ethical & Sustainable Consumption – Trends in eco-friendly and responsible buying.

Who Should Read This?

🔹 Marketing & Business Students – Essential for BBA, MBA, and business courses.
🔹 Marketing Professionals – Helps develop consumer-centric strategies.
🔹 Entrepreneurs & Retailers – Valuable for understanding customer psychology.
🔹 Consumer Behavior Researchers – A great resource for academic studies.

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Writer                 ✤            Michael R. Solomon