Consumer Behaviour 6ed

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