ABSTRACT
This book is concerned with the application of the behavioural sciences, notably social psychology and sociology, to the study of consumer behaviour. The emphasis throughout is on making these sciences practical for the marketing manager by focusing on those aspects of consumer behaviour which prove useful for managerial decision-making. The introduction defines the scope of the book in these terms and outlines a model for the consumer buying process. The book conlcudes with detailed models of consumer choice.
TABLE OF CONTENTS
part I|13 pages
Introduction
chapter 1|11 pages
Marketing and the Consumer
part II|61 pages
Individual Consumer Behaviour
chapter 2|15 pages
Perception and Learning
chapter 3|11 pages
Consumer Motivation
chapter 4|9 pages
Personality and Consumer Choice
chapter 5|21 pages
Attitudes and Consumer Behaviour
part III|110 pages
Group Consumer Behaviour