Consumer behaviour
Subtitle: implications for marketing strategy
By: Neal, Quester, Hawkins
Contributors: Quester, Pascale G. (Pascale Genevieve); Hawkins, Del I.
Edition: 3rd ed.
Publisher: McGraw-Hill Australia
Published: 2002
Place of publication: Roseville, NSW
Language: eng
Number of pages: 590
ISBN-13: 9780074709764
Subjects: Consumer behavior; Market surveys; Case studies
Description: Marketing professionals and the broader business community recognise that the focus of business strategy must be on the consumer. This book presents the fundamental concepts in a contemporary context that encourages the development of decision-making and problem-solving skills. Applying these skills is critical for the assessment of buyer behaviour and the creation of superior marketing strategies. The book provides an extensive range of Asia Pacific case studies, broad coverage of the Internet and communication technologies, and meaningful student and instructor support.
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction: 1. Consumer behaviour and marketing strategy; title: Part One. Consumer process: 2. Situational influences; 3. Problem recognition; 4. Information search; 5. Evaluating and selecting alternatives; 6. Outlet selection and purchase; 7. Postpurchase processes, customer satisfaction and consumer loyalty; title: Part Two. Internal Influences: 8. Perception; 9. Learning and memory; 10. Motivation, personality and emotion; 11. Attitude and attitude change; title: Part Three. External Influences: 12. Australasian society: demographics and lifestyles; 13. Household structure and consumption behaviour; 14. Group influence and communication; 15. Social stratification; 16. Culture and cross-cultural variations in consumer behaviour; title: Part Four. Contemporary Topics in Consumer Behaviour: 17. Organisational buying behaviour; 18. Consumers and society; title: Appendix A. Consumer research methods; title: Appendix B. Examples of consumer and marketing legislation and self-regulation in Australia and New Zealand.