Consumer Behaviour
Understanding Consumer Psychology and Marketing
Published on 16. June 2016
Book
Paperback/Softback
480 pages
978-0-19-599932-7 (ISBN)
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
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More details
Language
English
Place of publication
Goodwood
South Africa
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 240 mm
Width: 169 mm
Thickness: 19 mm
Weight
590 gr
ISBN-13
978-0-19-599932-7 (9780195999327)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
Professor Mercy Mpinganjira is the Deputy HoD (Kingsway campus) at the Department of Marketing Management. She is an Associate Professor and her areas of specialisation include Marketing Strategies and Buyer Behaviour. She holds a PhD (Management) from the University of Newcastle, Australia.
Content
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
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