By Brijball, S ; Roberts-Lombard, M
Juta | English | 2015 | ISBN-10: 1485102553 | 465 pages | PDF | 7.71 mb


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.

Contents Include:
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

Of Interest and Benefit to:
Undergraduate students, entrepreneurs and business and marketing managers.

Key Benefits:
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.