Book Details

Instructors may access teaching resources by clicking the ‘Request Instructor Resources’ tab next to the title.
Please note that you can subscribe to a maximum of 2 titles.

Consumer Behavior: A Digital Native, 1/e


Consumer Behavior: A Digital Native, 1/e
Author(s)  Varsha Jain, Jagdish N. Sheth and Duane Schultz
ISBN  9789353437695
Imprint  Pearson Education
Copyright  2019
Pages  480
Binding  Paperback
List Price  Rs. 855.00
  
 
 

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.

  • About the Authors
  • Contents
  • Features
  • Downloadable Resources

"Prof. Varsha Jain Professor, Integrated Marketing Communications, MICA

Prof. Jagdish Sheth Charles H. Kellstadt Professor of Business, Goizueta Business School, Emory University

Don E. Schultz Professor (Emeritus-in-Service), Integrated Marketing Communications, Medill School of Journalism, Northwestern University

"

 

"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

"

 

Opening and closing case studies in each chapter bring to light how major brands are embracing technology and connectivity to ease digital natives in their buying process.

Ø Detailed explanations on how the perceptions of consumers are developed through the five senses. The book further explains their persuasive nature in the digital environment.

Ø Detailed discussions on the influence of omnichannels on consumer behavior across

various products, categories and services.

Ø Scrutinizes how the consumption pattern of products and services is changing in the country with increasing income and intense digital media usage by consumers.

Ø The book considers how an average Indian consumer is affected by promotions and campaigns primarily through online channels.

"

 
Instructor Resources
 


 
Username/ Email  
Password  
If you are new to this site, and you do not have a username and password, please register.