Consumer Behavior and Marketing Strategy

This book delves into the psychological, social, and cultural factors that influence consumer decision-making. It provides insights into how consumers perceive, evaluate, and purchase products and services. Topics include consumer motivation, perception, learning, and post-purchase behavior. The textbook also links these concepts to marketing strategy—helping readers understand segmentation, positioning, and branding. With up-to-date examples and case studies, it is ideal for students of marketing and business who want to master how to align consumer insights with strategic marketing decisions.