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Full Description
Consumer Behaviour: Understanding Consumer Psychology and Marketing sheds more light on this dynamic field of study by focusing on how both internal and external factors impact the consumer decision making process. The latest perspectives and theories have been incorporated to provide students with a solid foundation, as well as plenty of examples which focus on how this theory can be applied in order to understand buyer behaviour in the South African market
place.
Contents
Part 1 Introduction
1: Introduction to consumer behaviour
Part 2 Internal factors
2: Consumer motivation
3: Consumer learning and information processing
4: Consumer perceptions and beliefs
5: Consumer personality
6: Consumer attitudes
Part 3 External factors
7: Social class, status and reference group influences on consumer behaviour
8: Cultural and sub-cultural influences on consumer behaviour
9: Family and household influences on consumer behaviour
10: Situational influences on consumer behaviour
Part 4 Complexities of the consumer decision-making process
11: Market segmentation from a South African perspective
12: Communicating persuasively with consumers
13: Consumer decision models
14: Consumerism and consumers as citizens
