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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
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8
8-1 Explain the characteristics and theories that
affect consumer behavior in the context of
culture.
8-2 Understand Indian culture and
socialization.
8-3 Define sub-culture and explain regional cultural
diversity and its effects on consumer behavior.
8-4 Outline the influencers of western culture on
consumer behavior and explain these influencers
as per social class.
Learning Objectives
A er reading this chapter, you will be able to:
Gillette is a leading brand of Procter and Gamble (P&G), a
prominent player in razors in many countries of the world.
However, its flagship product, the Mach3 failed in India in
2008 (Reddy & ...
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Publisher Resources

ISBN: 9789353941468