Description
CENGAGE Consumer Behaviour By Blythe by Jim Blythe
This text is a rare find: a book on buyer behaviour to which we all can all relate; one that informs and expands our knowledge whilst actually being an interesting read. Students and practitioners alike will find this a useful and enjoyable addition to their bookshelf' - Peter Murphy, Teesside University Business School. Consumer behaviour is the starting point for all marketing planning and this book provides the necessary insights to understand what makes people buy, and buy again. Written from a European perspective, international in its scope, the book first provides a comprehensive overview of research and then links theory to practical aspects of marketing. All elements of consumption behaviour, from initial need recognition through to the final disposal of the worn-out or used-up product are covered, using up-to-date examples from the real world. PART 1: INTRODUCTION TO CONSUMER BEHAVIOUR 1 The importance of understanding consumer behaviour Part 2: PSYCHOLOGICAL ISSUES IN CONSUMER BEHAVIOUR 2 Drive, motivation and hedonism 3 Goals, risk and uncertainty 4 Personality and self-concept 5 Perception 6 Learning 7 Attitude formation 8 Attitude change PART 3: SOCIOLOGICAL ISSUES IN CONSUMER BEHAVIOUR 9 The environment, class and culture 10 Peer and reference groups 11 The family PART 4: DECISIONS AND THEIR AFTERMATH 12 New and repeat buying behaviour 13 Innovation 14 High involvement purchase behaviour 15 Post-purchase behaviour 16 Services markets 17 Behavioural segmentation 18 Organizational buying behaviour 19 Consumer behaviour and the marketing mix