Buyer Behaviour
Understanding Consumer Psychology and Marketing
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Product details:
- Edition number 4
- Publisher OUP Southern Africa
- Date of Publication 7 February 2008
- ISBN 9780195764444
- Binding Paperback
- No. of pages404 pages
- Size 240x168x20 mm
- Weight 633 g
- Language English 0
Categories
Short description:
This new edition of the consumer psychology/customer behaviour title focuses on the psychological view of South African learner support materials (LSMs), incorporating business-to-business marketing and services. South African case studies illustrate and work through the challenges within the country's multi-cultural environment. It is written by a revised author team, taking cognisance of the changes in the South African market-place
MoreLong description:
This new edition of the consumer psychology/customer behaviour title focuses on the psychological view of South African learner support materials (LSMs), incorporating business-to-business marketing and services. South African case studies illustrate and work through the challenges within the country's multi-cultural environment. It is written by a revised author team, taking cognisance of the changes in the South African market-place
MoreTable of Contents:
Contents
Preface
Introduction and overview
Introduction
Researching the market
External influences
Cultural influences on buyer behaviour
Reference groups and family decision-making
Marketing communications
Economic and price factors in demand
Internal influences
Buyer expectations and perceptions
Attitudes, learning and involvement
Personality and psychographics
Decision processes
The consumer decision-making process
Business decision process
Services marketing decision-making
Social responsibility
Social responsibility
Contributors
