Consumer Behaviour

Understanding Consumer Psychology and Marketing

Häftad, Engelska, 2013

Av Botha, du Toit, Erasmus, Maree, Mugobo, Dos Santos, Mpinganjira

339 kr

Slutsåld

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 marketplace.

Produktinformation

Utgivningsdatum2013-09-03
Mått169 x 240 x 19 mm
Vikt590 g
FormatHäftad
SpråkEngelska
FörlagOxford University Press Southern Africa
ISBN9780195999327

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Försäljning och marknadsföring inom Ekonomi och ledarskap

Part 1 Introduction1: Introduction to consumer behaviourPart 2 Internal factors2: Consumer motivation3: Consumer learning and information processing4: Consumer perceptions and beliefs5: Consumer personality6: Consumer attitudesPart 3 External factors7: Social class, status and reference group influences on consumer behaviour8: Cultural and sub-cultural influences on consumer behaviour9: Family and household influences on consumer behaviour10: Situational influences on consumer behaviourPart 4 Complexities of the consumer decision-making process11: Market segmentation from a South African perspective12: Communicating persuasively with consumers13: Consumer decision models14: Consumerism and consumers as citizens