Introduction to Consumer Behaviour

Consumers and their behaviour is an important dynamic for any business to understand if it wishes to succeed. Consumers increasingly exert influence on businesses through their buying behaviour. Understanding consumer behaviour is therefore imperative as it informs businesses how to plan their marketing activities and sustain themselves as commercially viable and useful entities. This book has been written to meet the needs of most course outlines of southern African universities, universities of technology and private colleges. While providing the student with a thorough theoretical grounding in consumer behaviour, this book moves swiftly into southern African marketing and business scenarios, and focuses on current and future issues, both nationally and internationally. Text and layout is well-structured to guide and assist the learning process; Southern African case studies, applications and research findings ensure local relevance. International case studies, applications and research findings broaden the scope and variety. Self-assessment questions challenge students to engage with the material.
The authors are well-known in the industry and have a wealth of experience in the marketing and consumer related environments.