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.
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