Consumer behaviour is a dynamic field, which, increasingly, is influencing business. It is also a fascinating subject. Not only does it have critical implications for areas such as marketing, public policy and ethics - issues that affect business decisions - but it also helps us understand ourselves - why we buy certain items, why we use them in certain ways, and how we dispose of them. Consumer behaviour is an essential component of both marketing and industrial psychology courses. Consumer behaviour has been specifically written to meet the needs of southern African universities, universities of technology and private colleges. While providing the student with a thorough theoretical grounding, the book moves swiftly into southern African marketing and business scenarios, and focuses on current and future issues, both nationally and internationally.