Schiffman,  Leon G.  <br/><br/>
Consumer Behavior 

 - 12th ed. 
 - Chennai   Pearson Education  2025 
 - xxix, 670 p. 
<br/><br/>Table of Content<br/>PART I Consumers, Marketers, and Technology<br/>1 Consumer Behavior and Technology<br/>2 Market Segmentation and Real-Time Bidding<br/><br/>PART II The Consumer as an Individual<br/>3 Consumer Motivation and Personality<br/>4 Consumer Perception and Positioning<br/>5 Consumer Learning<br/>6 Consumer Attitude Formation and Change<br/><br/>PART III Communication and Consumer Behavior<br/>7 Persuading Consumers<br/>8 From Print and Broadcast to Social Media and Mobile Advertising<br/>9 Reference Groups and Communities, Opinion Leaders, and Word-of-Mouth<br/><br/>PART IV Social and Cultural Settings<br/>10 The Family and Its Social Standing<br/>11 Cultural Values and Consumer Behavior<br/>12 Cross-Cultural Consumer Behavior: An International Perspective<br/><br/>PART V Consumer Decision-Making, Marketing Ethics, and Consumer Research<br/>13 Consumer Decision-Making and Diffusion of Innovations<br/>14 Marketers' Ethics and Social Responsibility<br/>15 Consumer Research<br/>  
<br/><br/><label>ISBN: </label>9789353069834 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Commerce & Management
<br/><br/><label>Dewey Class. No.: </label>658.834 2  / SCH