The second edition of Consumer Behaviour by Karen Webb is a hands-on, practical text exploring the individual, social and lifestyle influences on consumer motivation and using this information to help assess and devise marketing strategies. Consumer Behaviour is written specifically for VET students and structured around Certificate IV Marketing in the new training package (BSB07).
This new edition has been completely redesigned and streamlined to ensure effective learning and understanding. It includes new material on social marketing and e-communication as well updated illustrations and exhibits. Consumer Behaviour also features a new ‘Marketing In Focus’ component that gives a concise overview of topical cases at the beginning of each chapter. Each chapter also contains a summary, key terms and review questions. Consumer Behaviour will be a core unit for Certificate IV Marketing in the new training package (BSB07).
- Ch. 1: Introduction
- Ch. 2: Consumer Decision Making
- Ch. 3: Organisational Decision Making
- Ch. 4: Perception and Information Processing
- Ch. 5: Learning & Memory
- Ch. 6: Personality
- Ch. 7: Motivation and Emotion
- Ch. 8: Attitudes
- Ch. 9: Lifestyles, Values and Culture
- Ch. 10: Groups, Families and Households
- Ch. 11: Situational Influences and the Changing Environment
|Product Type||Student Books,|
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