Buyer Behaviour
A Multi Cultural Approach
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Product details:
- Edition number Third
- Publisher Oxford University Press
- Date of Publication 9 October 2003
- ISBN 9780195784312
- Binding Paperback
- No. of pages501 pages
- Size 240x170x10 mm
- Weight 807 g
- Language English 0
Categories
Long description:
What makes a shopper buy one brand of frozen food in preference to another? Does the race or cultural background of the shopper make any difference to the choice? What role does price pay in purchasing decisions?
These are just some of the many difficult questions discussed - and answered - in the third edition of this classic on southern African consumer marketing.
The authors explain the short but dynamic evolution of consumer behaviour, and propel the reader to a detailed analysis of demographic data key to South Africans buying decisions, and an in-depth look at the effect of diversity on customer choice.
For students or practitioners of marketing, advertising or marketing communications, the third edition of Buyer Behaviour
offers not only a thorough theoretical grounding in the subject but also practical, up-to-date information essential to making informed decisions about marketing strategy in a multi-cultural environment.
Table of Contents:
Part I Introduction and overview
Chapter 1 Introduction
Chapter 2 Researching the market
Chapter 3 The South African consumer
Part II The decision-making process
Chapter 4 The consumer decision-making process
Chapter 5 The business decision-making process
Chapter 6 Services marketing decision-making
Part III Individual influencing variables
Chapter 7 Consumer perceptions and motivation
Chapter 8 Attitudes, learning and involvement
Chapter 9 Personality and psychographics
Part IV Influencing variables: external environment
Chapter 10 Marketing communication and the diffusion process
Chapter 11 Reference groups and family decision-making
Chapter 12 Cultural influences on buyer behaviour
Chapter 13
Economic and price factors in demand
Chapter 14 Consumerism and social responsibility
