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What exactly drives motivation? How important are social class, status and group influences when making a buying decision? How important is it to be ethically and socially responsible when dealing with issues surrounding consumer behaviour?

Consumer Behaviour covers the essential concepts of a subject that not only straddles both marketing and industrial psychology, but also goes beyond the discussion of why people buy things.

Consumer Behaviour provides internationally accepted theories which are relevant to the South African context.

What exactly drives motivation? How important are social class, status and group influences when making a buying decision? How important is it to be ethically and socially responsible when dealing with issues surrounding consumer behaviour?

Consumer Behaviour covers the essential concepts of a subject that not only straddles both marketing and industrial psychology, but also goes beyond the discussion of why people buy things.

Consumer Behaviour provides internationally accepted theories which are relevant to the South African context.

Features

  • A vignette which contextualises the theory and encourages students to engage with the content
  • Boxed features that focus on application, discussion and research
  • Case studies and review questions that provide students with the opportunity to think critically and apply their knowledge and skills to real world situations.

Part 1: Introduction
1Introduction to consumer behaviour
Part 2: Internal factors
2Consumer motivation
3Learning and information processing
4Consumer perceptions
5Personality
6Consumer attitudes
Part 3: External factors
7Social class, status and the diffusion of innovation
8Cultural and sub-cultural influences on consumer behaviour
9Family and household influences on consumer behaviour
10Situational influences on consumer behaviour
Part 4: Complexities of the consumer decision-making process
11Market segmentation from a South African perspective
12Communicating with consumers
13Consumer decision models
14Consumerism and consumers as citizens
Consumer Behaviour is suitable for senior undergraduate students studying towards a degree or diploma in marketing, as well as students who cover the subject as part of their consumer psychology studies.
Consumer Behaviour Southern African Psychology and Marketing Applications - Test Bank
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Consumer Behaviour Southern African Psychology and Marketing Applications - Solutions Manual
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Consumer Behaviour Southern African Psychology and Marketing Applications - Caselet
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Consumer Behaviour Southern African Psychology and Marketing Applications - PowerPoint Slides
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  • Consumer Behaviour: South African Psychology and Marketing Applications (OP)



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