Consumer Behaviour 1e

Ray Wright, Ashcroft International Business School
ISBN-13: 9781844801381
ISBN: 1844801381

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Consumer Behaviour is more relevant than ever for today's business and marketing students, and this new text provides readers with the most up-to-date tools and resources they need to pass their exams. Ray Wright's accessible writing style takes readers through the key concepts and theories of Consumer Behaviour in a lively manner, interspersed with examples from a variety of industries and companies. Consumer Behaviour is the ideal text for those studying the subject within marketing or business degrees and diplomas, as well as MBA's, postgraduate marketing degrees and professional courses.

Chapter Abstracts

• Ch. 1 The Background to Buyer Behaviour  [Purchase this echapter]
  Chapter One covers the background to the study of buyer behaviour and the part that marketing, the market economy and the role of the customer play in this process; how to analyse, compare and evaluate the natural and social sciences and how this relates to the study of consumer behaviour and how to identify and examine all elements of the buyer decision-making process and demonstrate how it contributes to an understanding of consumer behaviour
• Ch. 2 The Role of Information and Marketing Research in Understanding Buyer Behaviour  [Purchase this echapter]
  Chapter Two covers the importance of information about the consumer market environment as a crucial aid in the management decision-making process at national and global level; the types of data needed to analyse and evaluate the importance of the information gathered; how to identify and evaluate both formal and informal organisational gathering processes including the uses of the marketing information process and how to identify and evaluate the different research methods used in the social sciences and be able to appreciate appropriate use
• Ch. 3 Perception  [Purchase this echapter]
  Chapter Three covers the main senses and their role in the perceptual process; the five main senses and the various areas in helping humans understand the world around them and how a critical understanding of perception and the senses can help marketing practitioners achieve successful consumer marketing programmes
• Ch. 4 Learning  [Purchase this echapter]
  Chapter Four covers the meaning of learning and the major different approaches taken by academics and commentators over the centuries; the many theories attached to understanding how both animals and humans learn and relate it to marketing and consumer concerns and the factors involved in the concept of memory and forgetting and its importance underpinning the whole learning process
• Ch. 5 Motivation  [Purchase this echapter]
  Chapter Five covers the meaning of motivation and the part that it plays in understanding human and consumer behaviour, the forces that drive motivation and the many theories of motivation and their worth in modern times especially when applied to marketing
• Ch. 6 Attitude  [Purchase this echapter]
  Chapter Six covers the meaning of attitude and the part that it plays in understanding human and consumer behaviour.Identify, the forces that drive attitudes, the many theories of attitudes and their worth in modern times especially when applied to marketing and the methods used in attitude measurement
• Ch. 7 Personality  [Purchase this echapter]
  Chapter Seven covers the meaning of personality and identify the many factors that go to make up the concept, the many theories discussed and the different approaches over the years and how an understanding of personality and personality development is used in the role of marketing and understanding consumer behaviour
• Ch. 8 Social Influences on Customer Behaviour  [Purchase this echapter]
  Chapter Eight covers the meaning of society, social class, culture and sub-culture and how they are changing around the world, the part that social agencies play in socialising norms and values into people from generation to generation, the strength of social theories and the impact of groups on marketing and consumer behaviour
• Ch. 9 Psychographics, Lifestyle and Changing Customer Demands  [Purchase this echapter]
  Chapter Nine covers the growth of lifestyle segmentation giving particular attention to the development of motivational research and psychographics in the process, the part that segmentation and positioning plays in understanding consumer behaviour, the importance of innovation and new product development in attracting and holding on to customers and ustomer relationship management programmes
• Ch. 10 The Marketing Mix, Consumer Behaviour and Organisational Buying Behaviour  [Purchase this echapter]
  Chapter Ten covers how the marketing mix, the product, price, place and promotion, is developed and adapted so as to correspond to an understanding of consumer behaviour and the differences between consumer and organisational buying behaviour across the marketing areas
• Ch. 11 Present and Future Developments  [Purchase this echapter]
  Chapter Eleven covers demographic and social changes that will affect consumer behaviour in the future, factors that are driving changes in consumer behaviour and identify markets that are developing as a response and the relationship between organisations, legislators and consumers