Consumer Behaviour
Description
Consumer Behaviour: Global and Southern African Perspectives 2nd edition discusses the behaviour of consumers in the South African environment. Aimed at marketing and consumer behaviour students in South African higher education institutions, the South African text was written and adapted from the fully updated 12th US edition of Schiffman's and Wisenblit's Consumer Behaviour. Through its chapters, the authors research consumer behaviour in South Africa and teach in South African higher education institutions.
The book is divided into five parts with 16 chapters that guide you through the specific issues that marketers and consumer behaviour specialists face in the diverse South African markets and society.
This text is an invaluable resource for all marketing and consumer behaviour students, lecturers and practitioners in South Africa.
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Content
- Consumer behaviour and technology
- Market segmentation and real-time bidding
- Consumer motivation and personality
- Consumer perception and positioning
- Consumer learning
- Consumer attitude formation and change
- Persuading consumers
- Social media and mobile advertising
- Reference groups and communities, opinion leaders and word-of-mouth
- The family and its social standing
- Cultural values and consumer behaviour
- Sub-cultures and consumer behaviour
- Cross-cultural consumer behaviour
- Consumer decision-making and diffusion of innovations
- Marketers' ethics and social responsibility
- Consumer research
