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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
Influence of Digital, Social Media, and Mobile 205
of the basic usage of mobile and digital media. They use these platforms to access information
about brands. However, greater awareness and preference for more sophistication in their tech-
nology usage makes them push the envelope. They want to do so by retrieving information from
the rich and integrated media used by the brands and products. Added to this is the prospect of
saving time and money.
Cultural and Security Issues with Socio-economic Elements
Digital natives feel that in India there are many cultural issues. The same is true for brands and
products. For example, buying food in ...
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Publisher Resources

ISBN: 9789353941468