Description
The second edition of this book has been written to meet the requirements of the students and provide a fine blend of theory and practice of Consumer behaviour. The scope of the book is comprehensive as it includes case studies and presents the content in an accessible manner, ready to be applied in management practice. Consumer behavior is concerned with how individuals make decisions to spend their available resources. Consumer purchases are influenced strongly by cultural, social, personal and psychological factors. There are various models of consumer buying behaviour. But with the advent of social media, the new avenues enter into consumer behaviour. The growing popularity and wide acceptance of social media is increasingly drawing the attention of companies
and hence they have started directing their advertisements to social media users so as to attract and influence their attitudes and invoke purchase intentions. This book is based on a study conducted on
the interrelationship between consumers’ attitude toward social media advertising and purchase intentions.
