Consumer Behaviour
SAGE Publications Ltd (Verlag)
978-1-4462-6644-1 (ISBN)
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Why do you choose the things you buy – such as this textbook, a smartphone or an item of clothing? How often, where, and instead of what? What do you consider a boring necessity or a fun luxury? What do you do with products once you’ve purchased them? When do you decide to chuck them and why? As a consumer you make conscious and unconscious decisions, nonstop, every day of your life. This is Consumer Behaviour!
This friendly, lively full colour text will support you through your course and help you to get the best possible grade for future employment. It even has How to Impress Your Examiner boxes in each chapter. There are lots of case studies along the way from global brands such as Facebook, Apple and Amazon Kindle, and Consumer Behaviour in Action boxes in every chapter to show you how it works in the real world.
If you want to be top of the class you can push yourself that little bit further by reading the Challenging the Status Quo asides which will help your critical thinking and problem solving skills. These are key skills that employers look for in graduates, so practicing now will help set you apart from the pack and boost your employability. You could also dip into the Further Reading resources to help you with essays and exam revision – using these is a sure route to better grades.
Visit the companion website for extra materials including multiple choice questions to test yourself and Jim’s pick of Youtube videos that make the examples in each chapter come alive!
Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic – he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success...), but he has a pilot’s licence and has learned to play drums in a samba band, so the beat goes on. Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has taught overseas, written open-learning packs for international training organisations and has been a Senior Examiner for the Chartered Institute of Marketing. His next venture is to study for a degree in modern languages – having left school at 16 he thinks it’s time to get the education he missed out on. He holds four real degrees (including one fake), and therefore feels somewhat irritated that he is mainly known for winning the Cardiff heat of the TV show, Come Dine With Me. Perhaps the latest editions of his textbooks will help redress the balance a little...
PART ONE: Introduction to Consumer Behaviour
The Importance of Understanding Consumer Behaviour
PART TWO: Psychological Issues in Consumer Behaviour
Drive, Motivation and Hedonism
Goals, Risk and Uncertainty
Personality and Self-Concept
Perception
Learning
Attitude Formation and Change
PART THREE: Sociological Issues in Consumer Behaviour
The Environment, Class and Culture
Reference Groups
The Family
PART FOUR: Decisions and their Aftermath
New and Repeat Buying Behaviour
Innovation
Post-purchase Behaviour
Services Markets
Organisational Buying Behaviour
Consumer Behaviour and the Marketing Mix
| Erscheint lt. Verlag | 26.3.2013 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 195 x 265 mm |
| Gewicht | 1630 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-4462-6644-3 / 1446266443 |
| ISBN-13 | 978-1-4462-6644-1 / 9781446266441 |
| Zustand | Neuware |
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