Consumer Behaviour: Applications in Marketing

This textbook provides a comprehensive and up-to-date introduction to consumer behavior, covering psychological, social, and cultural factors that influence consumer decisions. It is written by respected marketing academics and is suitable for upper undergraduate and postgraduate students, as well as doctoral candidates.

Format: Paperback / softback
Length: 376 pages
Publication date: 01 December 2021
Publisher: SAGE Publications Ltd

A comprehensive and insightful examination of consumer behavior, this text delves into the underlying principles and motivations that drive human purchasing decisions. Authored by esteemed marketing academics, it offers a deeper understanding of consumer behavior, encompassing both psychological and empirical perspectives. The fourth edition of this popular textbook maintains a strong emphasis on research, particularly quantitative methods, equipping higher-level students with the analytical skills necessary for success in scholarly and industry-based marketing research.

Packed with new examples, exercises, and research findings, the textbook provides a contemporary and relevant approach to consumer behavior. It is suitable for upper undergraduate and postgraduate students enrolled in courses related to consumer behavior, as well as doctoral candidates who specialize in this field.

Contributors to this textbook include Robert East, Emeritus Professor at Kingston University London, UK; Jaywant Singh, Professor of Marketing at Southampton Business School, University of Southampton, UK; Malcolm Wright, Professor of Marketing at Massey University, New Zealand; and Marc Vanhuele, Professor of Marketing at HEC Paris, France.

By exploring the complex interplay between individuals, cultures, and markets, this text offers valuable insights into the ever-evolving world of consumer behavior. It serves as a valuable resource for students, scholars, and professionals seeking to gain a deeper understanding of the factors that shape consumer choices and behaviors.

Weight: 672g
Dimension: 187 x 233 x 26 (mm)
ISBN-13: 9781529730838
Edition number: 4 Revised edition