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Full Description
What makes a shopper buy one brand of frozen food in preference to another? Does the race or cultural background of the shopper make any difference to the choice? What role does price pay in purchasing decisions? These are just some of the many difficult questions discussed - and answered - in the third edition of this classic on southern African consumer marketing. The authors explain the short but dynamic evolution of consumer behaviour, and propel the reader to a detailed analysis of demographic data key to South Africans buying decisions, and an in-depth look at the effect of diversity on customer choice. For students or practitioners of marketing, advertising or marketing communications, the third edition of Buyer Behaviour offers not only a thorough theoretical grounding in the subject but also practical, up-to-date information essential to making informed decisions about marketing strategy in a multi-cultural environment.
Contents
Introduction and overview: Introduction; researching the market; the South African consumer. The decision-making process: The consumer decision-making process; the business decision-making process; services marketing decision-making. Individual influencing variables: Consumer perceptions and motivation; attitudes, learning and involvement; personality and psychographics. Influencing variables: external environment; marketing communication and the diffusion process; reference groups and family decision-making; cultural influences on buyer behaviour; economic and price factors in demand; consumerism and social responsibility.
