Consumer behavior: A digital native / Varsha Jain, Jagdish N. Sheth and Duane Schultz [electronic resource]
By: Jain, Varsha [author].
Contributor(s): Sheth, Jagdish N [author] | Schultz, Duane [author].
Material type:
TextPublisher: Chennai : Pearson , 2019Description: e-book contains 480 pages.ISBN: 9789353941468.Subject(s): Marketing Management | Consumer BehaviorDDC classification: 658.8342 Online resources: Link to be updated Click here | Item type | Current location | Collection | Call number | Status | Notes | Date due | Barcode |
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E-Book
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WWW | Non-fiction | 658.8342 JAI/C (Browse shelf) | Available | This e-book is available up to March 2029 | EB851 |
1. Understanding the Emergence of Digital Native's Behavior
2. Perception
3. Learning
4. Motivation
5. Beliefs, Values, Lifestyle, Attitude, and Personality
6. Influence of Digital, Social Media, and Mobile
7. Influence of Reference Groups
8. Cultural Influence
9. Information Processing
10. Decision-making
11. Luxury and Consumer Behavior
Consumer expectations have undergone a paradigm shift since the dawn of the digital age. Offering a comprehensive view of a field that is evolving at an unprecedented pace, Consumer Behavior - A Digital Native, First Edition, is an honest attempt to capture and showcase how the millennial consumer is responding to the democratization of digital technology. Encompassing pioneering concepts, latest developments and in-depth case studies, this book combines a practical, real-world focus with visual pedagogy to present an engaging and exciting look at the changes in consumption pattern of the digital natives. This text will be of great interest to students, professors, readers, and entrepreneurs as it brings forth a pedagogical, framework-driven approach mostly lacking across academic and corporate circuits.
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