ISBN 9788132103158,Consumer Behaviour : Applications in Marketing

Consumer Behaviour : Applications in Marketing


Robert East


Sage South Asia



Sage South Asia

Publication Year 2009

ISBN 9788132103158

ISBN-10 8132103157


Number of Pages 344 Pages
Language (English)


Written in a focused and accessible form by respected marketing academics, Consumer Behaviour helps readers to develop analytical and evidence-based thinking in marketing and avoid more formulaic approaches that lack the support of research. With a strong focus on the use of research, this book will really appeal to the specific needs of higher-level students. The book covers important material that is often missing in consumer behaviour texts. For example, whole chapters are devoted to brand loyalty, brand equity, biases in decision-making, word of mouth, the response to price and the effect of advertising. Shorter reviews cover evidence on topics such as loyalty programmes, the response to delay and retail atmospherics. Chapters are quite short and divided into sections. Each chapter contains exercises designed to draw out key ideas and consolidate understanding, and there are suggestions for further reading. A website to support the book has an Instructor`s Manual that offers PowerPoint slides, discussion of exercises, computer programs, a suggested Masters-level course, and a Word file of references to assist students writing assignments. Table of Contents I: INTRODUCTION Ideas and Explanations in Consumer Research II: CONSUMPTION PATTERNS Customer Loyalty Brand Knowledge, Brand Equity and Brand Extension Stationary Markets Market Dynamics III: EXPLAINING DECISON-MAKING Predicting and Explaining Behaviour Information Processing and Decision-Making Consumer Satisfaction and Quality IV: MARKET RESPONSE Consumer Response to Price and Sales Promotions The Retail Context Word-Of-Mouth Influence The Response to Advertising References Author Index Subject Index