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Buyer Behaviour
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Table of Contents

Part I - Introduction to buyer behaviour Chapter 1 Background to buyer behaviour Chapter 2 Product involvement and consumer decision making Part II - The buyer as an individual Chapter 3 Consumer learning and decision making Chapter 4 Buyer and consumer perception Chapter 5 Motivation and need/benefit segmentation Chapter 6 Personality Chapter 7 Consumer attitudes Part III - The buyer as a group member Chapter 8 Group dynamics Chapter 9 Family decision making Chapter 10 The life cycle and age segmentation Chapter 11 Culture and buyer behaviour Chapter 12 Social class and lifestyle segments Chapter 13 Organisational buyer behaviour Chapter 14 Innovation and diffusion: introducing new products to the market

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