Description
Consumer Behaviour (4th edition) by Mornay Roberts-Lombard and Sanjana Brijball Parumasur provides a comprehensive guide to understanding how and why consumers make purchasing decisions. Focusing on needs, buying behaviour, and customer satisfaction, the book delves into the psychology behind consumer thinking, emotions, and reasoning. It explores how choices between products, brands, and suppliers are influenced by a variety of factors.
With a unique South African perspective, the book examines how culture, family, media, and values shape consumer behaviour. It also considers the significant impact of the millennial market, digital technology, and the role of social media in shaping shared experiences and influencing purchasing patterns. The insights offered are invaluable to marketing academics and industry professionals seeking to develop targeted and effective marketing strategies.
Ideal for marketing students, business professionals, and anyone interested in consumer psychology, Consumer Behaviour combines theory and practical applications to provide a thorough understanding of today’s dynamic marketplace.
