Consumer Behaviour 3e



    Edition: 3rd edition
  • Format: Soft Cover
  • ISBN: 9781485102557
  • Language(s): English
  • Published:
  • Category: Marketing

R615.00

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The study of consumer behaviour provides invaluable insight into consumer information processing, decision-making and buying patterns, regardless of generation or culture. It therefore should form a critical part of marketing plans, strategies, public policy and ethics, and has a considerable impact on business decisions. This fascinating subject also helps us understand our own consumer patterns: when, why and where we buy certain items, why we use them in certain ways, and how we dispose of them.

Chapter 1: Introduction to consumer behaviour

Chapter 2: Creating market value for consumers

Chapter 3: Market characteristics

Chapter 4: Culture and sub-culture

Chapter 5: Reference groups and social class

Chapter 6: Personal characteristics

Chapter 7: Customer perception and learning

Chapter 8: Customer motivation

Chapter 9: Customer attitudes

Chapter 10: Personality and self-concept

Chapter 11: Market segmentation

Chapter 12: The consumer decision-making process

Chapter 13: Household decision-making

Chapter 14: Organisational buying behaviour

Chapter 15: Consumer loyalty

Chapter 16: Building relationships with customers.

Chapter 17: The online world and consumer behaviour

Undergraduate students, entrepreneurs and business and marketing managers.

This third edition of Consumer Behaviour explores traditional and contemporary issues such as:

• Consumer decision-making and influencing factors

• Why customers behave the way they do

• Market segmentation and how to target a specific market

• Consumer information-processing

• Brand loyalty and how to retain your customers

• Customer relationship marketing

• Cross-cultural influences on consumer behaviour

 

• E-commerce and its effect on consumer behaviour.

This product does not have any reviews yet - be the first to write one.

The study of consumer behaviour provides invaluable insight into consumer information processing, decision-making and buying patterns, regardless of generation or culture. It therefore should form a critical part of marketing plans, strategies, public policy and ethics, and has a considerable impact on business decisions. This fascinating subject also helps us understand our own consumer patterns: when, why and where we buy certain items, why we use them in certain ways, and how we dispose of them.

Chapter 1: Introduction to consumer behaviour

Chapter 2: Creating market value for consumers

Chapter 3: Market characteristics

Chapter 4: Culture and sub-culture

Chapter 5: Reference groups and social class

Chapter 6: Personal characteristics

Chapter 7: Customer perception and learning

Chapter 8: Customer motivation

Chapter 9: Customer attitudes

Chapter 10: Personality and self-concept

Chapter 11: Market segmentation

Chapter 12: The consumer decision-making process

Chapter 13: Household decision-making

Chapter 14: Organisational buying behaviour

Chapter 15: Consumer loyalty

Chapter 16: Building relationships with customers.

Chapter 17: The online world and consumer behaviour

Undergraduate students, entrepreneurs and business and marketing managers.

This third edition of Consumer Behaviour explores traditional and contemporary issues such as:

• Consumer decision-making and influencing factors

• Why customers behave the way they do

• Market segmentation and how to target a specific market

• Consumer information-processing

• Brand loyalty and how to retain your customers

• Customer relationship marketing

• Cross-cultural influences on consumer behaviour

 

• E-commerce and its effect on consumer behaviour.

This product does not have any reviews yet - be the first to write one.