Why People Buy
Why People Buy by John O’Shaughnessy, published by Oxford University Press in 1987, is a reprint edition consisting of 195 pages. This book presents an original approach to studying consumer behavior, focusing on how to identify the goals, wants, beliefs, and choices of consumers. It offers insights from the perspective of marketing managers who aim to attract new customers, retain existing ones, and increase business.
Readers will find a thorough exploration of the major criteria influencing consumer choices, making it a valuable resource for MBA students and those studying marketing and business. The book addresses various issues relevant to consumer behavior, providing practical knowledge for anyone involved in selling or buying. With its focus on business and economics, Why People Buy serves as a significant contribution to understanding the dynamics of consumer decision-making.
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Why People Buy provides an original approach to studying and understanding consumers, showing how to identify their goals, wants, beliefs, and choices. Discussing these and many other issues from the point of view of the marketing manager seeking to attract new customers, retain old ones, increase business, or convert customers from rivals, O’Shaughnessy explains all the major criteria that enter into consumer choices. Original and provocative, Why People Buy is an essential resource for MBA students and students of marketing and business, and ‘must’ reading for anyone involved in selling or buying.
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