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Consumer Behaviour focuses not only on what consumers buy, but also why they buy, when they buy, where they buy and how they evaluate their purchase, and how they ultimately dispose of it.

The second edition has been thoroughly adapted and revised to reflect European conditions, and to focus attention on critical concepts in consumer behaviour. In doing so the authors illuminate the ways in which marketers apply the principles of consumer behaviour to the development and implementation of marketing strategies. The new ‘Innovation In Action feature’ will give practical examples to help you student link Consumer Behaviour with how it is practised in the workplace.

Consumer Behaviour

• Consumer behaviour


• Brief contents


• Contents


• Part 1 introduction


• An introduction to the study of consumer behaviour


• Development of the marketing concept and the discipline of consumer behaviour


• Customer value, satisfaction and retention


• The impact of digital technologies on marketing strategies


• Marketing ethics and social responsibility


• Consumer behaviour and decision-making are interdisciplinary


• The plan of this book


• Summary


• Consumer research


• Consumer research paradigms


• The consumer research process


• Summary


• Market segmentation


• What is market segmentation?


• Criteria for effective targeting of segments


• Bases for segmentation


• Implementing segmentation strategies


• Summary


• Part 2 the consumer as an individual


• Consumer decision-making


• What is a decision?


• Levels of consu