Buyer Behaviour : Understanding Consumer Psychology and Marketing （4TH）

Du Plessis, Flip/ Rouseau, Deon/ Boshoff, Christo/ Ehlers, Lene/ Engel

Oxford Univ Pr（2011/06発売）

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製本 Paperback:紙装版/ペーパーバック版／ページ数 388 p.
言語 ENG
商品コード 9780195764444
DDC分類 658.8342

Full Description

This new edition of the consumer psychology/customer behaviour title focuses on the psychological view of South African learner support materials (LSMs), incorporating business-to-business marketing and services. South African case studies illustrate and work through the challenges within the country's multi-cultural environment. It is written by a revised author team, taking cognisance of the changes in the South African market-place

CONTENTS ; PREFACE ; Part 1Introduction ; 2. Researching the market ; Part II: External influences ; 3. Cultural influences on buyer behaviour ; 4. Reference groups and family decision-making ; 5. Marketing communications ; 6. Economic and price factors in demand ; Part III: Internal influences ; 7. Buyer expectations and perceptions ; 8. Attitudes, learning and involvement ; 9. Personality and psychographics ; Part IV: Decision processes ; 10. The consumer decision-making process ; 11. Business decision process ; 12. Services marketing decision-making ; Part V: Social responsibility ; 13. Social responsibility ; CONTRIBUTORS