Consumer behaviour : South African psychology and marketing applications /
Mpinganjira, Mercy,author.
Introduction to consumer behaviour -- Consumer motivation -- Learning and information processing -- Consumer perceptions -- Personality -- Consumer attitudes -- Social class, reference groups and the diffusion of innovation -- Cultural and sub-cultural influences on consumer behaviour -- Family and household influences on consumer behaviour -- Situational influences on consumer behaviour -- Market segmentation from a South African perspective -- Communicating with consumers -- Consumer decision models -- Consumerism and consumers as citizens.
Consumer behavior