Consumer Buying Behaviour Essentials

Consumer Buying Behaviour Essentials is a comprehensive guide to understanding the consumer. Students will learn how market value is created for consumers, as well as about various market characteristics. This title also provides students with an overview of how culture, subculture, reference groups and social classes influence consumer buying behaviour. In addition, it focuses on what motivates consumers’ purchasing behaviour – ranging from more personal and psychologically driven factors, to broader household and organisational decision-making processes. Finally, students will explore organisational buying behaviour in more detail, including how to build relationships with customers, and how customer behaviour is influenced by the online world.