Whether or not we are marketers, we are, definitely, all consumers. We undertake simple or complex purchases each and every day of our lives. Exposure to consumer behaviour principles will help you understand how consumer decisions are made, and what factors influence both the decision-making process and its outcomes. Consumer Behaviour: Implications for Marketing Strategy guides students' exploration into the field of consumer behaviour. The text covers complex types of decision-making processes, before focusing on the two main factors that affect it, namely internal and external influences. Enhanced within each chapter is coverage of consumer purchasing decisions for goods and services, including many local and global examples from the region.
- ISBN13 9780074716922
- Publish Date 16 November 2007 (first published 16 September 2004)
- Publish Status Out of Print
- Out of Print 28 April 2021
- Publish Country AU
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Education / Australia
- Edition 5th edition
- Format Paperback
- Pages 667
- Language English