Summary

Consumer behaviour is a dynamic field, which, increasingly, is influencing business. It is also a fascinating subject. Not only does it have critical implications for areas such as marketing, public policy and ethics -- issues that affect business decisions -- but it also helps us to understand ourselves: why we buy certain items, why we use them in certain ways, and how we dispose of them. Consumer behaviour is an essential component of both marketing and industrial psychology courses. This book covers topics such as: E-commerce and its effect on consumer behaviour; Market segmentation and how to target a specific market; Brand loyalty and how to retain your customers; Customer motivation; Why customers behave the way they do. The text was written to meet the specific needs of southern African universities and private colleges. It connects consumer behaviour principles and the elements of marketing strategy, enabling students to arrive at an understanding of consumer behaviour as crucial elements of successful marketing programmes. This well-written text is destined to become the market-leader in its field.