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CAIRO BOOKS's Description
This new European perspective on Schiffman and Kanuk's classic Consumer
Behaviour focuses not only on what consumers buy, but also why they buy, when
they buy, where they buy, how they evaluate their purchase, and how they
ultimately dispose of it. The text has been thoroughly adapted and revised to
reflect European conditions, and shortened to focus attention on critical
concepts in consumer behaviour. The authors discuss the effects of family,
social class, culture and subculture on the decision-making process, and, by
taking a psychological approach, illuminate the ways in which marketers apply
the principles of consumer behaviour to the development and implementation of