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Consumer Behaviour

New or Used: 4 copies from $149.39
Consumer Behaviour explores how the examination and application of consumer behaviour is central to the planning, development, and implementation of effective marketing strategies. In a clear and logical fashion, the authors explain consumer behaviour theory and practice, the use and importance of consumer research, and how social and cultural factors influence consumer decision making. The sixth edition of this Australian text provides expanded coverage of contemporary topics and exciting new Instructor Resources, including local video examples on the Companion Website.
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Table of Contents

*Part 1: Introduction *1: The foundations of consumer behaviour *2: Market segmentation: segmenting, targeting and positioning for diverse consumer markets *Part 2: The consumer as an individual *3: Consumer needs and motivation *4: Personality and self-concept *5: Consumer perception *6: Consumer learning and involvement *7: Consumer attitudes-attitude development and change *Part 3: Consumers in their social and cultural settings *8: Social influences on consumer behaviour *9: The family *10: Social class and consumer behaviour *11: The influence of culture on consumer behaviour *12: Subcultural aspects of consumer behaviour *13: Cross-cultural consumer behaviour: An international perspective *Part 4: The decision-making process *14: Decision making *15: Consumer influence and diffusion of innovations *Part 5: Consumer behaviour and society *16: Public policy and consumer protection Download the detailed Contents List (94 Kb)

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