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Introduction to Consumer Behaviour
P JOUBERT (EDITOR)
Understanding consumers and the way they behave is crucial to the success of any business. In these times of economic uncertainty and reduced customer expenditure, ensuring that the consumer’s wants and needs are met, forms part of the strategic planning of all organisations – big or small. Consumers, by means of their buying behaviour, exert influence on businesses and compel them to act in certain ways. Understanding consumer behaviour is therefore imperative, as it provides information to businesses on how to plan their marketing activities and sustain themselves as commercially viable and useful entities.
This second edition of Introduction to Consumer Behaviour has been written to meet the needs of southern African course outlines, and to serve as a practical guide to business people in their endeavours to better understand their consumers. While providing the student with a thorough theoretical grounding in consumer behaviour, the book focuses on current and future issues in a southern African context, making it easy for students to relate to.
978 1 48510 230 4 978 1 48510 403 2 2e 2013
200 PAGES
ZAR R455.00 ZAR R425.00
CONTENTS
• Introduction to consumer behaviour
• Creating market value for consumers
• The influence of reference groups on
consumer behaviour
• Personal characteristics
• Customer perception and learning
• Motivation
• Customer attitudes
KEY FEATURES
• Personality and self-concept
• Market segmentation, targeting and
positioning
• The consumer decision-making
process
• Family decision-making
• Building relationships with customers
• Southern African case studies, applications and research findings ensure local relevance
• International case studies, applications and research findings broaden the scope and variety
• Self-assessment questions challenge students to engage with the material
• Text and layout is well structured to guide and assist the learning process.
• Businesses • Students.
SUITABLE FOR
JUTA MARKETING CATALOGUE | 2018/2019
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