Consumer Behaviour second edition covers the essential concepts of a subject that straddles both marketing and industrial psychology. The textbook focuses on both the internal and external factors which impact the decision-making process. The title includes the latest perspectives and theories along with examples of how these can be applied in practice. The textbook is written for senior undergraduate students who are studying Consumer Behaviour as part of their degree in Marketing or Industrial Psychology at a university, or as part of a National Diploma in Marketing.
Part 1 Introduction1: Introduction to consumer behaviourPart 2: Internal Factors2: Consumer motivation3: Learning and information processing4: Consumer perceptions5: Personality6: Consumer attitudesPart 3: External Factors7: Social class, reference groups and the diffusion of innovation8: Cultural and sub-cultural influences on consumer behaviour9: Family and household influences on consumer behaviour10: Situational influences on consumer behaviourPart 4: Complexities of the consumer decision-making process11: Market segmentation from a South African perspective12: Communicating with consumers13: Consumer decision models14: Consumerism and consumers as citizens15: Changes in retailing