Каталог "Книги" | Книги

Young Consumer Behaviour

A Research Companion

Прев. от нем. с предг.: Ayantunji Gbadamosi

Цб II 91361

Детайли

Издателство

Routledge Taylor & Francis Group

Местоиздаване

London etc.

Година на издаване

2018

Страници

433 p. : with fig., tabl.

Класификационен индекс

УДК	Значение
366.1	Поведение на потребителите (потребителско поведение)

Ключови думи

потребителско поведение, младежи, деца, consumer behavior

Допълнителна информация

ISBN

978-0-415-79009-3

Отрасъл

Социални грижи. Застраховане

Анотация

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.

Системен №

40310

Допълнителна сигнатура

T 83

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