dynamics, dimensions, & models Garcia, Lorma S.P. creator Mendoza, Ernesto H. Author text 2025 Second edition monographic eng

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xii, 403 pages ; 26 cm. ch. 1. Introduction to the study of consumer behavior -- ch. 2. Market research and consumer behavior -- ch. 3. Market segmentation and positioning -- ch. 4. Roles and issues in advertising -- ch. 5. The consumer decision-making process -- ch. 6. Models of consumer behavior -- ch. 7. Psychological influences on consumer decision making -- ch. 8. Sociological influences on consumer decision making -- ch. 9. Diffusion and innovation. Lorma S.P. Garcia and Ernesto H. Mendoza. Includes bibliographical references Consumer behavior Market segmentation FIL HF 5415.32 G37 2025 9786214272020 260428 20260509104144.0