Title Statements
- Full title :Consumer Behaviour
Edition Statements
- Publication Date:2020.
- Edition:2nd ed
Publication Statements
- Publisher(s):Cengage Learning Australia
- Place of Publication:Melbourne
- Language:eng
- Publication Date:2020.
Notes
Description based upon print version of record.
Opening vignette Is it real? Greenpeace's 'Dead Whale' campaign.
The Physical Object
- Description:1 online resource (474 p.)
Edition Identifiers
- ISBN:9780170288835, 0170288838, 9781473784000, 147378400X
- oclc:on1232277917
- Dewey Decimal:658.8342
Table of Contents
Intro -- Half Title page -- dedication -- Title page -- Copyright page -- Contents -- Guide to the text -- Guide to the online resources -- Preface -- About the authors -- Acknowledgments -- Part 1: An Introduction to consumer behaviour -- Chapter 1: Understanding consumer behaviou -- Opening vignette Toby's Estate: more than coffee -- Defining consumer behaviour -- Consumer behaviour involves goods, services, activities, experiences, people and ideas -- Consumer behaviour can involve many people -- Consumer behaviour involves many decisions -- Consumer behaviour involves emotions and coping
What affects consumer behaviour? -- The psychological core: internal consumer processes -- The process of making decisions -- The consumer's culture: external processes -- Consumer behaviour outcomes and issues -- Who benefits from studying consumer behaviour? -- Marketing managers -- Public policymakers and regulators -- Consumers and society -- Marketing implications of consumer behaviour -- Developing and implementing customer-oriented strategy -- Selecting the target market -- Developing products -- Positioning -- Making promotion and marketing communications decisions
Making pricing dec…
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