Consumers & Markets: Analyzing Behavioral Shifts & Emerging Challenges (Marketing and Operations Management Research) - Hardcover

David Flores; Raquel Castaño; Rajagopal

Hardcover

ISBN 10: 1634851226 ISBN 13: 9781634851220

Publisher: Nova Science Publishers, Inc, 2016

Synopsis

Explaining consumer behavior today appears to be more complex than interpreting the conventional paradigm of perceptions, attitude, and behavior led by the classical cognitive theories. As the marketplace environment is changing rapidly in the twenty-first century following the growth of innovation, technology, market communications, and changing socio-cultural patterns, consumer behavior is largely driven by emotions, peer influence, and perceived values. When a company connects with customers' emotions, the returns may be huge. This book documents the current consumer behavior development in changing business paradigms and suggests managerial implication for the companies to follow for gaining competitive advantage. The discussion on the topics of consumer behavior are built in the book around the ten chapters comprising evolving global consumer markets, understanding consumers through marketing research, consumer-market symbiosis, consumer health information and decision-making, catalyzing buying propensity, innovation, technology and consumption, dysfunctional consumption patterns, serving consumers in emerging markets, managing consumer experiences, and the future of consumers.

About this title

About the Author

Rajagopal, Ph.D. is a Professor and National Researcher, EGADE Business School, Tecnologico de Monterrey, Mexico City, Mexico.

Edition details

• Publisher: Nova Science Publishers, Inc
• Publication date: 2016
• Language: English
• ISBN 10: 1634851226
• ISBN 13: 9781634851220
• Binding: Hardcover
• Number of pages: 250