Consumer Behavior

This revision of a classic text retains the market segmentation approach that has set the standard for consumer behavior study through 6 editions. *Streamlined for more focused coverage; Shorter by 200 pages, the seventh edition focuses on fundamental concepts and linkages between interrelated principles and processes. In total, 5 chapters were either combined or eliminated, without any sacrifice to core topic coverage. *On-line cases challenge student learning; 8 cases are available on-line at www.prenhall.com/schiffman. Four cases are comprehensive cases that challenge student learning across a number of chapters. All cases are supported by questions and on-line teaching notes. Videos support the 4 comprehensive cases. *Custom videos bring the real world into the classroom-Four 10-minute segments portray consumer behavior issues as they are managed by Sputnik, NASCAR, Yahoo!, and Kodak. Each video is supported by an on-line, comprehensive case. *On-line internet exercises challenge students to put technology to work-Every chapter is supported by an on-line, issues; oriented internet exercise that delves into companies such as Ben & Jerry's, Barbie, and Coca-Cola.
Students apply the concepts they have learned to popular websites. *Emphasizes the role of technology; The impact of technology on consumers and how they make their buying decisions is integrated throughout the text. Students get the most up-to-date material on how technology is changing their lives as consumers.