Consumer Behaviour as a field of study has grown significantly due to the increased influence of consumers in the market. There has been a corresponding transitional shift from a business-to-consumer approach to a consumer-to-business one, which has had a specific impact on the marketing domain. Marketing as a core discipline was crafted in the infancy stage to ensure consumers got the right product, at the right price, in the right place and by use of the right promotion. The complexity in modern society involves correctly determining this “right”. Consumer Behaviour provides a current South African perspective on consumers and their ever-changing needs, as influenced by a number of psychological, cultural and environmental factors.
Consumer Behaviour discusses the dynamics of consumers and their consumption practices and behaviours, and the importance of adjusting marketing efforts accordingly to ensure business success.It reflects a relevant and current outlook, including exploring the changes and challenges associated with the COVID-19 pandemic.
Consumer Behaviour is aimed at undergraduate Marketing students and those who are already in the field wanting to improve their knowledge on consumer behaviour in South Africa.
Part 1: Introduction
1. Introduction to consumer behaviour
Part 2: Internal influences
2. Consumer motivation
3. Consumer perception
4. Consumer learning
5. Consumer attitude formation and change
6. Personality, lifestyles and self-concept
Part 3: External influences
7. Culture and subculture
8. Family and household influences on consumer behaviour
Part 4: Situations and decision-making
9. Situational influences on consumer behaviour
10. The decision-making process
11. Reference groups and word of mouth
Part 5: Managing consumers
12. Consumer satisfaction and relationships
13. Consumer misbehaviour
14. Changes in retailing and consumer behaviour
15. Digital marketing and consumer behaviour
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