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.
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Book Description Mcgraw-Hill Australia, 2007. Trade Paperback. Book Condition: Very Good. 5th or later Edition. 4to - over 9¾ - 12" tall. Book Is Square And Crease Free Bar Minor Corner Bumps, All Pages Are Perfectly Tight Bright And Clean Bar Some Neat Highlighting, On-Line Resource Code Intact. Heavy. Bookseller Inventory # T10040