Consumer Behaviour
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Consumer Behaviour : A European Perspective

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Description

Now in its 5th edition, Consumer Behaviour: A European Perspective provides a fully comprehensive, lively and engaging introduction to consumer behaviour. The book links in consumer behaviour theory with the real life problems faced by practitioners. The unique five-part micro-to-macro wheel structure also provides a multi-disciplinary approach, including the latest data to profile European consumers. This book is ideal for second and third year undergraduate marketing students, undergraduate students taking a consumer behaviour module as part of a business course and postgraduate students on masters courses in marketing.

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Product details

  • Paperback | 704 pages
  • 196 x 266 x 25mm | 1,286g
  • Pearson Education Limited
  • Harlow, United Kingdom
  • English
  • Revised
  • 5th Revised edition
  • 0273772724
  • 9780273772729
  • 525,761

Table of contents

Chapter 1: An introduction to consumer behaviour Chapter 2: A consumer society Chapter 3: Shopping, buying and evaluating Chapter 4: Perception Chapter 5: The self Chapter 6: Motivation, values and lifestyle Chapter 7: Learning and memory Chapter 8: Attitudes Chapter 9: Individual decision-making Chapter 10: Groups and social media Chapter 11: European family structures, household decision-making and age cohorts Chapter 12: Income and social class Chapter 13: Culture and consumer behaviour Chapter 14: Cultural change processes Chapter 15: Consumption and cultural differences

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