Consumer behaviour

An introduction to the study of consumer behaviour Consumer research-- Market segmentation-- Consumer decision-making-- Consumer motivation-- Personality and consumer behaviour-- Consumer perception-- Consumer learning-- Consumer attitude formation and change-- Communication and consumer behaviour-- Reference groups and family influences-- Social class and consumer behaviour-- The influence of culture and subculture on consumer behaviour-- Cross-cultural consumer behaviour : an international perspective-- Consumer influence and the diffusion of innovations-- Consumer decision-making-again.--

The second European edition of Schiffman and Kanuk's classic Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy, how they evaluate their purchase, and how they ultimately dispose of it. The text has been thoroughly adapted and revised to reflect European conditions, and to focus attention on critical concepts in consumer behaviour. The authors discuss the effects of family, social class, culture and subculture on the decision-making process, and, by taking a psychological approach, illuminate the ways in which marketers apply the principles of consumer behaviour to the development and implementation of marketing strategies. ; ; Features ; Case exercises to illustrate the real life impact of the concepts covered in the chapter. ; New to this Edition ; · A strengthened emphasis on decision-making as an important starting point for studying consumer behaviour ; ; · Thoroughly updated European examples as well as new examples relating to online consumer behaviour ; ; · More theoretical models of consumer behaviour, such as the Theory of Planned Behaviour ; ; Online resources available at www.pearsoned.co.uk/schiffman include PowerPoint slides and a testbank of multiple choice questions for lecturers as well as an online glossary, self-assessment questions for every chapter, flashcards and weblinks for students.