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CHAPTER OBJECTIVES When students finish this chapter they should understand why: Consumer behavior is a process. Consumers use products.

 

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CHAPTER OBJECTIVES When students finish this chapter they should understand why: Consumer behavior is a process. Consumers use products.

 

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Basics: Consumer behavior; Consumers impact on marketing strategy; Marketing s impact on consumers; Marketing ethics; The dark side of consumer behavior;.

 

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5. SUPPLEMENTARY BOOKS AND JOURNALS Schiffman and Kanuk: Consumer Behavior, Prentice Hall Assael: Consumer Behavior and Marketing Action, South Western.

 

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