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Consumer Behaviour
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Consumer Behaviour

Fourth Edition
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March 2019 | 576 pages | SAGE Publications Ltd

Informal yet academically rigorous in style, this fun textbook focuses on examples of international consumer behaviour in action, and provides open access online resources to encourage student engagement and understanding.

 

The book strikes a balance between sociological and psychological aspects of consumer behavior and features coverage of social media, digital consumption and up to date marketing practice.


New to this edition:

  • Fully updated cases and global examples of consumer behaviour in industries including fashion, travel and technology
  • A new feature exploring the experiential role of brands in consumers’ lives today titled ‘Brand Experiences’
  • A brand new chapter on sustainable consumption for this era of climate change and sustainability challenges

Online resources complement the book, featuring a range of tools and resources for lecturers and students, including PowerPoint slides, an Instructor manual as well as selected videos to make the examples in each chapter come to life.

 

Suitable reading for undergraduate marketing students studying consumer behavior, international consumer behaviour and buyer behavior.

 
Part One: Consumer Behaviour in Context
 
Chapter 1: Understanding Consumer Behaviour
 
Chapter 2: Decisions, Behaviours and Interactions
 
Chapter 3: Innovation and Digital Technologies
 
Chapter 4: Consumption in B2C vs. B2B
 
Chapter 5: Consumer Journeys Through the Gardens of Technology
 
Part Two: Consumers as Individuals (The Psychological Issues)
 
Chapter 6: Drive, Motivation and Hedonism
 
Chapter 7: The Self and Personality
 
Chapter 8: Perception
 
Chapter 9: Learning and Knowledge
 
Chapter 10: Attitude Formation and Change
 
Part Three: Consumers as Social Actors (The Sociological Issues)
 
Chapter 11: Reference Groups
 
Chapter 12: Age, Gender and Familial Roles
 
Chapter 13: Culture and Social Mobility
 
Chapter 14: Ethical Consumption
 
Chapter 15: Sustainable Consumption

In my journey of building a consumer brand from scratch many of my ‘do or die’ decisions have been made by putting my consumers at the forefront. Zubin Sethna and Jim Blythe have produced the most comprehensive work on consumer behavior that I have ever seen, by far. It covers consumer behavior from all angles including an understanding of psychological and sociological issues. Throughout, the book is superbly illustrated with diagrams and consumer behavior is brought to life by several real-world case studies, all enabling the reader to obtain a complete and thorough understanding of the subject. It is a must read for students and practitioners alike!

Lord Karan Bilimoria of Chelsea
Founder and Chairman of Cobra Beer

Whether we like it or not, artificial intelligence is here to stay and the speed at which its applications are adopted by the consumer will only continue to rise. Lifestyle considerations, spending shifts, motivational movements and value adjustments, to name but a few, are all part of the behavioural impact which differ from generation to generation and across the gender spectrum. Sethna and Blythe have very eloquently captured the nuances of Consumer Behaviour by identifying key theories and strategies which take a consumer-centric approach and will undoubtedly help organisations and individuals minimise risk and benefit from the commercial opportunities.

Stuart Sherman
CEO, IMC

Fantastic book with clear diagrams, explanations and case studies which reinforce the learning for everybody

Mrs Eileen Mc Partland
Vocational Education, Liberties College
February 28, 2019

Sample Materials & Chapters

Ch. 3: Innovation and Digital Technologies


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Paperback
ISBN: 9781526450012
£42.99

Hardcover
ISBN: 9781526450005
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