Product Description
Consumer Behaviour (5th edition) (WebPDF)
Author: M Roberts-Lombard
Format: Digital
Consumer Behaviour 5e focuses on consumer needs, buying behaviour, and the art of customer satisfaction. It provides invaluable insight into the psychology behind consumer thinking, emotions, experiences and reasoning, as well as how choices between products/services, suppliers and product brands are made. A unique South perspective on consumer information-processing, decision-making and buying patterns is emphasised through the lens of culture, family, media and values.
This perspective will inform academics in the marketing field as well as industry practitioners on how customised marketing strategies can be developed to effectively reach each consumer. The significant impact of the growth of the millennial market segment, the use of digital technology, and access to shared experiences through social media and other online channels, is also explored.
This fourth edition of Consumer Behaviour covers traditional and contemporary issues such as:
Consumer decision-making and influencing factors
Why customers behave the way they do
Market segmentation and how to target a specific market
Consumer information-processing
Brand loyalty and how to retain customers
Customer relationship marketing
Cross-cultural influences on consumer behaviour
E-commerce and its effect on consumer behaviour.
Contents:
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Chapter 1: Introduction to customer behaviour
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Chapter 2: Creating market value for consumers
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Chapter 3: Market characteristics
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Chapter 4: Culture and subculture
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Chapter 5: Reference groups and social class
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Chapter 6: Personal characteristics
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Chapter 7: Customer perception and learning
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Chapter 8: Customer motivation
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Chapter 9: Customer attitudes
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Chapter 10: Personality and self-concept
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Chapter 11: Market segmentation
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Chapter 12: The consumer decision-making process
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Chapter 13: Household decision making
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Chapter 14: Organisational buying behaviour
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Chapter 15: Consumer loyalty
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Chapter 16: Building relationships with customers
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Chapter 17: The online world and consumer behaviour
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