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: Hardback
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.

The textbook is designed to cater to upper undergraduate and postgraduate students enrolled in courses related to consumer behavior, as well as doctoral candidates who specialize in this field. It includes a wealth of new examples, exercises, and research findings, reflecting the latest advancements in the digital environment.

With its engaging writing style and comprehensive coverage, this textbook serves as a valuable resource for students, researchers, and professionals seeking to gain a deeper understanding of consumer behavior and its implications in today's marketplace.

Weight: 830g
Dimension: 232 x 186 (mm)
ISBN-13: 9781529730845
Edition number: 4 Revised edition