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"Consumer Behavior" by Leon G. Schiffman and Leslie Lazar Kanuk is one of the most famous works in the field of consumer behavior.
The book analyzes how individuals make decisions about purchasing, using, and disposing of products, including psychological, social, and cultural factors.
Educational in nature, the book covers topics such as consumer perception, motivation, learning, and attitudes, as well as the influence of family, peer groups, and subcultures. The authors aim to help marketing professionals better understand consumer behavior and adjust advertising and sales strategies. The 2004 edition provides updated examples and research, emphasizing the importance of digitalization and globalization of markets.
This work is essential for students of marketing and business strategy, and anyone who wants to gain a deeper understanding of how and why consumers make decisions.
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