Understanding Consumer Behaviour in a Virtual World

Companies are constantly required to adapt to ever-evolving consumer preferences. Consumer behaviour is easily influenced by targeting individuals’ perceptions and experiences. New technologies such as Virtual Reality have the power to dramatically alter consumer behaviour and purchasing decisions. In today’s modern marketplace, many customers favour buying experiences over material items. The key to marketing is understanding and satisfying consumer needs, thus a knowledge of consumer behaviour is essential to any organization dealing with customers, users, or clients. The book focuses on focuses on consumer needs, buying behaviour, and the art of customer satisfaction. 

Print ISBN: 9781682508091 | $160 | 2023 | Hardcover

Subject: Management

Editor: Stefan Acosta

About the Editor: Stefan Acosta holds a PhD in Management and currently, he is an Associate Professor of Strategic Management and Head of the Department of Business Management. He is currently involved in several research projects on SMEs. He has authored several articles published in journals such as consumer behaviour, R&D management, international entrepreneurship and management journal, and management decision, and some books and book chapters published by international publishers.