Consumer Behaviour 6e

Product Details:
Author(s):
Cant, MC (editor) and
Cunningham, N
Year Published:
2025
Edition
6th Edition
Type:
Print | Soft Cover
Language:
English
About this publication
Understanding consumer behaviour and its trends, developments, and marketing insights is the focus of this 6th Edition of consumer behaviour. It is a comprehensive exploration of one of the most critical elements in modern marketing: consumer behaviour. This updated edition delves into the latest trends, emerging developments, and psychological drivers that shape how and why consumers make purchasing decisions in an ever-evolving marketplace.
The 6th edition builds on previous editions with an enhanced focus on key issues, including:
•    Culture and its impact on consumer preferences
•    Gender differences in buying behaviour
•    Information processing and decision-making
•    Market value and how it influences consumer choices
•    Loyalty and relationship building in modern marketing
•    Market characteristics and their role in shaping consumer trends
•    The influence of reference groups on consumer decisions
•    The effects of social class on consumer habits
•    Personal characteristics and their impact on consumer behaviour
•    The role of customer perception in shaping brand image
•    The formation of customer attitudes and how they drive purchases
Drawing on contemporary research and real-world case studies, this book offers invaluable insights for marketers seeking to engage today’s dynamic consumer. Students and scholars will find a thorough analysis of key theories and frameworks, while gaining practical knowledge of how these concepts apply to real-world marketing strategies.
Whether you’re a marketer aiming to refine your strategies, or a student hoping to grasp the complexities of consumer behaviour, this book provides the essential tools to navigate and succeed in a world where consumer preferences are constantly shifting.
 
Content
Ch. 1: Introduction to consumer behaviour
Ch. 2: Creating market value for consumers
Ch. 3: Market characteristics
Ch. 4: Culture and consumer behaviour
Ch. 5: Reference groups and social class
Ch. 6: Personal characteristics
Ch. 7: Customer perception and learning
Ch. 8: Customer motivation
Ch. 9: Customer attitudes
Ch. 10: Personality and self-concept
Ch. 11: Market segmentation
Ch. 12: The consumer decision-making process
Ch. 13: Household or family decision-making
Ch. 14: Organisational buying behaviour
Ch. 15: Consumer loyalty
Ch. 16: Building relationships with customers
Ch. 17: The online world and customer behaviour
 
Interest / Benefit to
Undergraduate Marketing Students – 2nd/3rd years