| Description |
Winner: Tertiary (Adaptation) Teaching and Learning - Australian Awards for Excellence in Educational Publishing 2008. The judges particularly praised the book as follows: "the design of the book works well, with uncluttered pages and main features that are easy to pick out. The website is easy to access and navigate, and is followed up with technical support. This book has a youthful look and feel, making it appealing to students". Whether or not we are marketers, we are, definitely, all consumers. We undertake simple or complex purchases each and every day of our lives. Welcome to the fifth edition of Consumer Behaviour: Implications for Marketing Strategy. Exposure to consumer behaviour principles will help you understand how consumer decisions are made, and what factors influence both the decision-making process and its outcomes. Consumer Behaviour: Implications for Marketing Strategy guides students? exploration into the field of consumer behaviour. The text covers complex types of decision-making processes, before focusing on the two main factors that affect it, namely internal and external influences. Enhanced within each chapter is coverage of consumer purchasing decisions for goods and services, including many local and global examples from the region. Key features include: |
| Table of Contents |
Consumer Behaviour; Implications for Marketing Strategy Introduction Chapter 1 Consumer behaviour and marekting strategy PART 1 Chapter 2 Situational Influences Chapter 3 Problem recognition Chapter 4 Information Search Chapter 5 Evaluating and selecting alternatives Chapter 6 Outlet selection and purchase Chapter 7 Post purchase processes, customer satisfaction and consumer loyalty PART 2 INTERNAL INFLUENCES Chapter 8 Perception Chapter 9 Learning and memory Chapter 10 Motivation, personality and emotion Chapter 11 Attitude and attitude change PART 3 EXTERNAL INFLUENCES Chapter 12 Australasian society: demographics and liefstyles Chapter 13 Household structure and consumption behaviour Chapter 14 Group influence and communication Chapter 15 Social Class Chapter 16 Culture and cross-cultural variations in consumer behaviour PART 4 CONTEMPORARY TOPICS IN CONSUMER BEHAVIOUR Chapter 17 Business-to-Business buying behaviour Chapter 18 Consumers and society Appendix A Consumer research methods Appendix B Examples of consumer and marketing legislation and self-regulation in Australia and New Zealand |
