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
Attitude Formation and Change
PART THREE: Sociological Issues in Consumer Behaviour
The Environment, Class and Culture
PART FOUR: Decisions and their Aftermath
New and Repeat Buying Behaviour
Organisational Buying Behaviour
Consumer Behaviour and the Marketing Mix
Electronic Inspection Copy available for instructors here
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 www.sagepub.co.uk/blythe 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!