Consumer Behaviour (5th Edition)

Description:

Unlock the secrets of the consumer mind. Consumer Behaviour (5th Edition) provides a comprehensive and modern look at the internal and external factors that influence how people select, purchase, and use products. This edition is specifically tailored to the South African landscape, addressing our unique cultural diversity and the evolving digital habits of local shoppers.

Why the 5th Edition is a Marketing Essential:

• South African Focus: Unlike international texts, this book explores the impact of the local socio-economic environment and the diverse cultural values found in SA.

• The Decision-Making Process: A deep dive into how consumers move from recognizing a need to the final post-purchase evaluation.

• Psychological Insights: Detailed chapters on perception, motivation, personality, and attitudes.

• Modern Trends: Updated to include the influence of social media, online reviews, and the rise of the “conscious consumer.”

Key Topics Covered:

• Individual Determinants: How personal motivation, learning, and memory shape buying habits.

• External Influences: The role of family, social class, and reference groups in consumer choices.

• Cultural Dynamics: Understanding how sub-cultures and cross-cultural variations affect marketing strategy.

• Opinion Leadership: How “influencers” and word-of-mouth drive brand adoption in the modern age.

• Consumerism and Ethics: The rights of consumers and the importance of ethical marketing practices.

Key Specifications:

• ISBN-13: 9781485132219

• Editors: M.C. Cant and N. van Heerden

• Publisher: Juta and Company Ltd

• Edition: 5th Edition

• Format: Physical Softcover

Condition Note: This textbook is in very good condition.