Consumer Behaviour: Understanding Consumer Psychology and Marketing by M. MpinganjiraConsumer Behaviour: Understanding Consumer Psychology and Marketing by M. Mpinganjira

Consumer Behaviour: Understanding Consumer Psychology and Marketing

byM. Mpinganjira, M. A. O. Dos Santos, V. Mugobo

Paperback | June 1, 2016

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Consumer Behaviour: Understanding Consumer Psychology and Marketing sheds more light on this dynamic field of study by focusing on how both internal and external factors impact the consumer decision making process. The latest perspectives and theories have been incorporated to provide studentswith a solid foundation, as well as plenty of examples which focus on how this theory can be applied in order to understand buyer behaviour in the South African market place.
Professor Mercy Mpinganjira is the Deputy HoD (Kingsway campus) at the Department of Marketing Management. She is an Associate Professor and her areas of specialisation include Marketing Strategies and Buyer Behaviour. She holds a PhD (Management) from the University of Newcastle, Australia.
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Title:Consumer Behaviour: Understanding Consumer Psychology and MarketingFormat:PaperbackDimensions:480 pagesPublished:June 1, 2016Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0195999320

ISBN - 13:9780195999327

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Table of Contents

Part 1 Introduction1. Introduction to consumer behaviourPart 2 Internal factors2. Consumer motivation3. Consumer learning and information processing4. Consumer perceptions and beliefs5. Consumer personality6. Consumer attitudesPart 3 External factors7. Social class, status and reference group influences on consumer behaviour8. Cultural and sub-cultural influences on consumer behaviour9. Family and household influences on consumer behaviour10. Situational influences on consumer behaviourPart 4 Complexities of the consumer decision-making process11. Market segmentation from a South African perspective12. Communicating persuasively with consumers13. Consumer decision models14. Consumerism and consumers as citizens