Overview

Consumer Behaviour: Understanding Consumer Psychology and Marketing sheds more light on this dynamic field of study by focusing on how both internal and external factors impact the consumer decision making process. The latest perspectives and theories have been incorporated to provide students with a solid foundation, as well as plenty of examples which focus on how this theory can be applied in order to understand buyer behaviour in the South African market place.

Full Product Details

Author:   Dos Santos ,  Mpinganjira ,  Botha ,  du Toit
Publisher:   Oxford University Press Southern Africa
Imprint:   Oxford University Press Southern Africa
Dimensions:   Width: 16.90cm , Height: 1.90cm , Length: 24.00cm
Weight:   0.590kg
ISBN:  

9780195999327

ISBN 10:   0195999320
Pages:   480
Publication Date:   03 September 2013
Audience:   College/higher education ,  Professional and scholarly ,  Undergraduate ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   To order  
Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us.

Table of Contents

Part 1 Introduction 1: Introduction to consumer behaviour Part 2 Internal factors 2: Consumer motivation 3: Consumer learning and information processing 4: Consumer perceptions and beliefs 5: Consumer personality 6: Consumer attitudes Part 3 External factors 7: Social class, status and reference group influences on consumer behaviour 8: Cultural and sub-cultural influences on consumer behaviour 9: Family and household influences on consumer behaviour 10: Situational influences on consumer behaviour Part 4 Complexities of the consumer decision-making process 11: Market segmentation from a South African perspective 12: Communicating persuasively with consumers 13: Consumer decision models 14: Consumerism and consumers as citizens

Reviews

Author Information

Professor Mercy Mpinganjira is the Deputy HoD (Kingsway campus) at the Department of Marketing Management. She is an Associate Professor and her areas of specialisation include Marketing Strategies and Buyer Behaviour. She holds a PhD (Management) from the University of Newcastle, Australia.

Tab Content 6

Author Website:  

Countries Available

All regions