Ponašanje potrošača: Europska slika

The special value of this textbook is that it successfully connects the theory of consumer behavior with real-world situations from the business world. The book is also specially structured; a unique five-part "micro-macro" circular structure ensures a multidisciplinary approach and the latest data necessary for understanding the behavior of European consumers. This textbook also clearly shows how research and concepts on consumer behavior can be implemented in marketing strategies.

It is excellently structured so that it introduces us step by step to the issues of consumer behavior, and is also supported by a series of very illustrative and current cases from business practice that clearly illustrate the application of the theories described in the book with each chapter. Each chapter contains a clear and concise summary of the most important points, as well as questions and tests to test knowledge, making it easier for students to learn, but at the same time very interesting for everyone to read.

Short content:

I. CONSUMERS IN THE MARKET Introduction to consumer behavior Consumer society Shopping, shopping and evaluation II. HOW CONSUMERS SEE THE WORLD AND THEMSELVES Perception Self-concept Motivation, values ​​and lifestyle III. CONSUMERS AS DECISION MAKERS Learning and memory Attitudes Individual decision-making IV. EUROPEAN CONSUMERS AND THEIR SOCIAL GROUPS Social influence and thought leadership European family structures, household decision-making and peer groups Income and social class V. CULTURE AND EUROPEAN LIFESTYLES Consumer culture and behaviour Processes of cultural change New times, new consumers