Consumer Behaviour: A European Perspective

Consumer Behaviour: A European Perspective

3.85 (71 ratings by Goodreads)
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Building on the enormous success of the first edition, this second edition of Consumer Behaviour: A European Perspective has been completely revised and updated. This text continues to provide a comprehensive, lively, highly contemporary and practical introduction to consumer behaviour, and how consumer behaviour research and concepts can inform and be applied to broader/strategic marketing issues. The diversity of European values, popular culture, lifestyles and consumption and their role and relationship in formulating marketing strategy are examined in detail. The five-part micro-to-macro wheel structure of the text takes a multi-disciplinary approach to the discussion of consumer behaviour theory and applications and includes the latest attitude and demographic data for profiling European consumers. Features *New - integrated references to e-marketing and e-business throughout the book *New cases, contributed by European consumer behaviour researchers *Marketing Opportunities and Marketing Pitfalls illustrate examples of where consumer behaviour issues and concepts have been successfully and unsuccessfully applied to broader marketing issues and strategies *Multicultural aspect
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Product details

  • Paperback | 656 pages
  • 22 x 266 x 31.75mm | 1,214g
  • Harlow, United Kingdom
  • English
  • 2nd edition
  • 027365182X
  • 9780273651826

Table of contents

Preface PART A. CONSUMERS IN THE MARKET PLACE 1. An Introduction to Consumer Behaviour PART B. CONSUMERS AS INDIVIDUALS 2. Perception 3. Learning and Memory 4. Motivation, values and involvement 5. Attitudes 6. Attitude Change and Interactive Communication 7. The Self PART C. CONSUMERS AS DECISION MAKERS 8. Individual Decision Making 9. Shopping, Buying, Evaluating and Disposing 10. Group Influence and Opinion Leadership PART D. A PORTRAIT OF EUROPEAN CONSUMERS 11. European Family Structures and Household Decision Making 12. Income and Social Class 13. Age Subcultures PART E. CULTURE AND EUROPEAN LIFESTYLES 14. Culture and Consumer Behaviour 15. Cultural Change Processes 16. Lifestyles and European Cultures 17. New Times, New Consumers Glossary Index
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Review quote

This textbook provides a comprehensive introduction to consumer behaviour. Its focus is on how consumer behaviour research and concepts can inform and be applied to strategic marketing issues. It highlights the diversity of European values, popular culture, lifestyles, and consumption. This second edition has been completely revised and updated and is supported by Websites for both students and lecturers (with downloadable Instructor's Manual and PowerPoint presentations) Vol. 26, Issue 1, "Journal of Consumer Policy."
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Rating details

71 ratings
3.85 out of 5 stars
5 27% (19)
4 39% (28)
3 27% (19)
2 7% (5)
1 0% (0)
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