Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy and how they evaluate their purchase, and how they ultimately dispose of it.The second edition has been thoroughly adapted and revised to reflect European conditions, and to focus attention on critical concepts in consumer behaviour. In doing so the authors illuminate the ways in which marketers apply the principles of consumer behaviour to the development and implementation of marketing strategies. The new Innovation In Action feature will give practical examples to help you student link Consumer Behaviour with how it is practised in the workplace. Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy and how they evaluate their purchase, and how they ultimately dispose of it. The second edition has been thoroughly adapted and revised to reflect European conditions, and to focus attention on critical concepts in consumer behaviour. In doing so the authors illuminate the ways in which marketers apply the principles of consumer behaviour to the development and implementation of marketing strategies. The new Innovation In Action feature' will give practical examples to help you student link Consumer Behaviour with how it is practised in the workplace An introduction to the study of consumer behaviour Consumer research Market segmentation Consumer decision-making Consumer motivation Personality and consumer behaviour Consumer perception Consumer learning Consumer attitude formation and change Communication and consumer behaviour Reference groups and family influences Social class and consumer behaviour The influence of culture and subculture on consumer behaviour Cross-cultural consumer behaviour : an international perspective Consumer influence and the diffusion of innovations Consumer decision-making-again. This global version examines the full range of consumer behaviour within the context of the expanding influence of the high-tech global environment in which we live. The book places emphasis on consumer behaviour within the context of marketing strategy, using both theoretical and applications-oriented approaches
