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Basic Marketing, 10th Canadian Edition
Basic Marketing: A Global Managerial Approach, 10/e
Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University
Behavioural Dimensions of the Consumer Market

Chapter Objectives

When you finish this chapter, you should:

Understand the economic-buyer model of buyer behaviour.

Understand how psychological variables affect an individual's buying behaviour.

Understand how social influences affect an individual's and a household's buying behaviour.

See why the purchase situation has an effect on consumer behaviour.

Know how consumers use problem-solving processes.

Understand the important new terms (shown in the margin).




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