Consumer Behaviour (Paperback, 4th ed)

M. Roberts-Lombard, S. Brijball Parumasur

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Consumer Behaviour 4e focuses on consumer needs, buying behaviour, and the art of customer satisfaction. It provides invaluable insight into the psychology behind consumer thinking, emotions, experiences and reasoning, as well as how choices between products/services, suppliers and product brands are made.

A unique perspective on consumer information-processing, decision-making and buying patterns is emphasised through the lens of culture, family, media and values. This perspective will inform academics in the marketing field as well as industry practitioners on how customised marketing strategies can be developed to effectively reach each consumer.

The significant impact of the growth of the millennial market segment, the use of digital technology, and access to shared experiences through social media and other online channels, is also explored.

General

Imprint:	Juta Legal and Academic Publishers
Country of origin:	South Africa
Release date:	December 2017
Authors:	M. Roberts-Lombard • S. Brijball Parumasur
Dimensions:	246 x 168 x 23mm (L x W x T)
Format:	Paperback
Pages:	428
Edition:	4th ed
ISBN-13:	978-1-4851-2514-3
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Varsity Textbooks Books > Academic & Education > Varsity Textbooks > Business & Economics Books > Academic & Education > Varsity Textbooks > Consumer Studies Books > Academic & Education > Varsity Textbooks > Marketing Promotions Books > Academic & Education > UNISA > Business & Economics Books > Academic & Education > UNISA > Consumer Studies Books > Academic & Education > UNISA > Marketing
LSN:	1-4851-2514-6
Barcode:	9781485125143
Course Code:	MNM2605