Full Description
This book is an essential resource exploring the concepts, theories and methods in consumer behaviour specifically applicable to the food and drink sector. Drawing examples from all continents, it provides you with accessible coverage and a truly global perspective of the particular characteristics of this industry. It offers clear explanations and applications of theoretical concepts, using specialised case studies and examples; features an introduction, learning objectives and summary in each chapter to hone your reading and revision; and provides you with companion online material including notes and self-assessment questions. This important new book is the perfect guide for students studying consumer behaviour or experience in food and drink as part of courses in agricultural or agribusiness management and economics, hospitality and tourism, business studies, food science and nutrition, or generic marketing and consumer studies.
Contents
Chapter 1: Introduction - Overview of the global food and drink sector Chapter 2: Models of consumer behaviour Chapter 3: Consumer perceptions in food and drink Chapter 4: Consumer learning and memory in food and drink Chapter 5: Motivation and involvement in food and drink Chapter 6: Consumer personality in food and drink Chapter 7: Consumer self-concept in food and drink Chapter 8: Consumer attitudes in food and drink Chapter 9: Culture and sub-cultures in food and drink Chapter 10: Reference groups in food and drink Chapter 11: Social class in food and drink Chapter 12: Situational factors in food and drink Chapter 13: Organisational buying in food and drink Chapter 14: Adapting the marketing mix on the basis of consumer behaviour Chapter 15: Contemporary issues and future developments in food and drink
