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Author: Ayantunji Gbadamosi
Publisher: Routledge
ISBN: 1351819054
Category : Business & Economics
Languages : en
Pages : 666
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Book Description
Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing. Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues. Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications.
Author: Ayantunji Gbadamosi
Publisher: Routledge
ISBN: 1351819054
Category : Business & Economics
Languages : en
Pages : 666
Get Book Here
Book Description
Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing. Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues. Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications.
Author: Adrian Furnham
Publisher: Routledge
ISBN: 1134666926
Category : Psychology
Languages : en
Pages : 228
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Book Description
The children's and teenagers' market has become increasingly significant as young people have become more affluent and have an ever growing disposable income. Children as Consumers traces the stages of consumer development through which children pass and examines the key sources of influence upon young people's consumer socialisation. It examines: * the kinds of things young people consume * how they use their money * how they respond to different types of advertising * whether they need to be protected through special legislation and regulation * market research techniques that work well with young people. Children as Consumers will be useful to students of psychology, sociology, business and media studies, as well as professionals in advertising and marketing.
Author: David Marshall
Publisher: SAGE
ISBN: 1446246418
Category : Business & Economics
Languages : en
Pages : 332
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Book Description
What drives children as consumers? How do advertising campaigns and branding effect children and young people? How do children themselves understand and evaluate these influences? Whether fashion, toys, food, branding, money - from TV adverts and the supermarket aisle, to the internet and peer trends, there is a growing presence of marketing forces directed at and influencing children and young people. How should these forces be understood, and what means of research or dialogue is required to assess them? With critical insight, the contributors to this collection, take up the evaluation of the child as an active consumer, and offer a valuable rethinking of the discussions and literature on the subject. Features: • 14 original chapters from leading researchers in the field • Each chapter contains vignettes or case examples to reinforce learning • Contains consideration of future research directions in each of the topics that the chapters cover. This book will be relevant reading for postgraduates and advanced undergraduates with an interest in children as consumers, consumer behaviour and on marketing courses in general as well as for researchers working in this field.
Author: Gbadamosi, Ayantunji
Publisher: IGI Global
ISBN: 1522502831
Category : Business & Economics
Languages : en
Pages : 594
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Book Description
Having a grasp on what appeals to consumers and how consumers are making purchasing decisions is essential to the success of any organization that thrives by offering a product or service. Despite the importance of consumer knowledge and understanding, research-based insight into the buying patterns and consumption habits of individuals in emerging nations remains limited. The Handbook of Research on Consumerism and Buying Behavior in Developing Nations takes a critical look at the often overlooked opportunities available for driving consumer demand and interest in developing countries. Emphasizing the power of the consumer market in emerging economies and their overall role in the global market system, this edited volume features research-based perspectives on consumer perception, behavior, and relationship management across industries. This timely publication is an essential resource for marketing professionals, consumer researchers, international business strategists, scholars, and graduate-level students.
Author: James U. McNeal
Publisher: Routledge
ISBN: 075068335X
Category : Business & Economics
Languages : en
Pages : 430
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Book Description
'On Becoming a Consumer' is an easy-to-read theoretical discussion of the development of consumer behaviour patterns from age zero to 100 months - the time period during which people become bona fide consumers according to the author's consumer behaviour research.
Author: Conner Acevedo
Publisher: Scientific e-Resources
ISBN: 183947310X
Category :
Languages : en
Pages : 340
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Book Description
This book is designed to familiarise readers with a wide range of managerial issues faced by modern advertising strategies in planning, implementing, and controlling the advertising efforts of various enterprises. It contains numerous examples of successful advertising images alongside accompanying commentary to illustrate just what goes into making an effective advertisement. The positive role played by advertising in the market process has been largely ignored by academic economists. It is only recently, since the modern economic revolution, that economists have realized the benefits of advertising and have joined the research agenda developed by researchers in marketing and other business fields. Consumer Behaviour (CB) intended for students of MBA specializing in marketing, undertakes detailed discussions to explain and analyse behaviour of Indian consumers, and strategies used by marketers to deal with them. Marketers need to understand the buying behaviour of consumers while designing their advertisements for the desired impact. Advertisements play an essential role in creating an image of a product in the minds of consumers. Advertisements must be catchy and communicate relevant information to consumers. Understanding the needs of the consumer is really important when it comes to creating the right advertisement for the right audience. Remember it is only through advertisements; individuals are able to connect with your brand. This book provides an excellent introduction to the topic of how reasons and emotions combine to shape the consumption experience by influencing the analytic, hedonic, social, moral and even reptilian aspects of the human condition in the marketplace. Thus the material presented here would be of interest as well as of great use to the students, teachers and professionals in the field.
Author: Zak Dychtwald
Publisher: St. Martin's Press
ISBN: 1250078814
Category : History
Languages : en
Pages : 304
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Book Description
The author, who is in his twenties and fluent in Chinese, intimately examines the future of China through the lens of the Jiu Ling Hou—the generation born after 1990—exploring through personal encounters how his Chinese peers feel about everything from money and marriage to their government and the West
Author: Delbert I. Hawkins
Publisher: McGraw-Hill/Irwin
ISBN: 9780072865493
Category : Consumer Behavior
Languages : en
Pages : 0
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Book Description
Consumer Behavior, 9/e, by Hawkins, Best, & Coney offers balanced coverage of consumer behavior including the psychological, social, and managerial implications. The new edition features current and exciting examples that are tied into global and technology consumer behavior issues and trends, a solid foundation in marketing strategy, integrated coverage of ethical/social issues and outlines the consumer decision process. This text is known for its ability to link topics back to marketing decision-making and strategic planning which gives students the foundation to understanding consumer behavior which will make them better consumers and better marketers.
Author: Dr. VVLN Sastry
Publisher: Idea Publishing
ISBN:
Category : Business & Economics
Languages : en
Pages : 145
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Book Description
This book covers fundamentals as well as the core schema of digital technologies and consumer behavior. While reading the book, the reader can connect from the primary to advanced level of digital technologies and consumer behavior. This book will prove to be useful for all the professionals and students of professional courses. This book enriches the marketing management know-how and enables in formulating the marketing strategies in the current digital age.
Author: Michael R. Solomon
Publisher: Pearson UK
ISBN: 1292245433
Category : Consumer behavior
Languages : en
Pages : 986
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Book Description
La 4è de couv. indique : "Now in its seventh edition, Consumer Behaviour: A European Perspective provides the most comprehensive, lively and engaging introduction to the behaviour of consumers in Europe and around the world. The new slimline edition has 13 chapters, maintaining its breadth of coverage and making it ideal for second- and third-year undergraduates as well as Master's students. The book links consumer behaviour theory with the real-life problems faced by practitioners in many ways: Marketing opportunity, Marketing pitfalls and Multicultural dimensions boxes throughout the text illustrate the impact consumer behaviour has on marketing activities. Consumer behaviour as I see it boxes feature marketing academics talking about the relevance of consumer behaviour issues to their everyday work. Brand new Case studies about European companies and topics give deep insights into the world of consumer behaviour. New coverage of sustainable consumption, emerging technologies, social media and online behaviour is woven throughout this edition. Online materials including multiple-choice questions and links to useful websites are available on the book's website at www.pearsoned.co.uk/solomon"
