Consumer Behaviour South African Psychology and Marketing Applications

Consumer Behaviour second edition covers the essential concepts of a subject that straddles both marketing and industrial psychology. The textbook focuses on both the internal and external factors which impact the decision-making process. The title includes the latest perspectives and theories along with examples of how these can be applied in practice.

The textbook is written for senior undergraduate students who are studying Consumer Behaviour as part of their degree in Marketing or Industrial Psychology at a university, or as part of a National Diploma in Marketing.

Part 1 Introduction
1. Introduction to consumer behaviour
Part 2: Internal Factors
2. Consumer motivation
3. Learning and information processing
4. Consumer perceptions
5. Personality
6. Consumer attitudes
Part 3: External Factors
7. Social class, reference groups and the diffusion of innovation
8. Cultural and sub-cultural influences on consumer behaviour
9. Family and household influences on consumer behaviour
10. Situational influences on consumer behaviour
Part 4: Complexities of the consumer decision-making process
11. Market segmentation from a South African perspective
12. Communicating with consumers
13. Consumer decision models
14. Consumerism and consumers as citizens
15. Changes in retailing