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Consumer.ology : the truth about consumers and the psychology of shopping / Philip Graves.

By: Material type: TextTextPublication details: Boston : Nicholas Brealey, 2013.Edition: Rev. pbk. edDescription: xv, 224 p. ; 22 cmISBN:
  • 9781857885767 (pbk.)
  • 1857885767(pbk.)
Other title:
  • Consumerology
  • Consumer dot ology
Subject(s): DDC classification:
  • 658.8/34
LOC classification:
  • HF 5415.32 G776c 2013
Online resources:
Contents:
Understanding the unconscious mind : why we buy what we do but can't explain it -- Reading consumers : insights into the unconscious mind -- The consumer in context : environmental influences -- What consumers do : studying behavior -- The irrelevant consumer : questioning questions -- Relevant answers : questions worth asking -- Understanding the crowd : focusing on focus groups -- Consumer futurology : influencing innovation -- Gaining an edge : beyond market research.
Summary: Explains the folly of using market research to make corporate decisions, describing examples of expensive mistakes made by corporations from General Motors to Mattel, and offers organizations an approach to better understand their customers.
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Holdings
Item type Current library Home library Collection Shelving location Call number Vol info Copy number Status Barcode
Libro Libro Biblioteca Juan Bosch Biblioteca Juan Bosch Ciencias Sociales Ciencias Sociales (3er. Piso) HF 5415.32 G776c 2013 (Browse shelf(Opens below)) 1 1 Available 00000112329

Includes bibliographical references (p. [205]-214) and index.

Explains the folly of using market research to make corporate decisions, describing examples of expensive mistakes made by corporations from General Motors to Mattel, and offers organizations an approach to better understand their customers.

Understanding the unconscious mind : why we buy what we do but can't explain it -- Reading consumers : insights into the unconscious mind -- The consumer in context : environmental influences -- What consumers do : studying behavior -- The irrelevant consumer : questioning questions -- Relevant answers : questions worth asking -- Understanding the crowd : focusing on focus groups -- Consumer futurology : influencing innovation -- Gaining an edge : beyond market research.

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