CONSUMER BEHAVIOR

Winner: Tertiary (Adaptation) Teaching and Learning - Australian Awards for Excellence in Educational Publishing 2008. The judges particularly praised the book as follows: "the design of the book works well, with uncluttered pages and main features that are easy to pick out. The website is easy to access and navigate, and is followed up with technical support. This book has a youthful look and feel, making it appealing to students". Whether or not we are marketers, we are, definitely, all consumers. We undertake simple or complex purchases each and every day of our lives. Welcome to the fifth edition of Consumer Behaviour: Implications for Marketing Strategy. Exposure to consumer behaviour principles will help you understand how consumer decisions are made, and what factors influence both the decision-making process and its outcomes. Consumer Behaviour: Implications for Marketing Strategy guides students? exploration into the field of consumer behaviour. The text covers complex types of decision-making processes, before focusing on the two main factors that affect it, namely internal and external influences. Enhanced within each chapter is coverage of consumer purchasing decisions for goods and services, including many local and global examples from the region.

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