Consumer Behavior

This text uses a marketing segmentation approach to convey the essence of consumer behaviour and to connect psychological, sociocultural and decision-making aspects of consumer behaviour. The authors explain in an integrated fashion what consumer behaviour variables are, types and importance of consumer research and problems in performing research. It integrates the traditional and modern in consumer behaviour and explores unethical consumer behaviour, shoplifting, switching price tags, and wearing and returning clothes, for example. The work discusses environmentalism and social issues and expands coverage of consumer research to accomodate both positivist consumer research and interpretive consumer research. It examines cross-cultural behaviour in order to add examples and increased discussion of expected consumer behaviour in Europe.