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This book links in consumer behaviour theory with the real life problems faced by practitioners. The unique five-part micro-to-macro wheel structure provides a multi-disciplinary approach, including the latest data for profiling European consumers. The book shows how research and concepts in consumer behaviour can inform and be applied to broader strategic marketing issues. Suitable for undergraduate or postgraduate business and marketing students
Part A: Consumers in the marketplace Chapter 1: An introduction to consumer behaviour Chapter 2: A consumer society Chapter 3: Shopping, buying and evaluating Cases 1-4 Part B: How consumers see the world and themselves Chapter 4: Perception Chapter 5: The self Chapter 6: Motivation, values and lifestyle Cases 5-8 Part C: Consumers as decision-makers Chapter 7: Learning and memory Chapter 8: Attitudes Chapter 9: Individual decision-making Cases 9-13 Part D: European consumers and their social groups Chapter 10: Group influence and opinion leadership Chapter 11: European family structures, household decision-making and age cohorts Chapter 12: Income and social class Cases 14-17 Part E Culture and European lifestyles Chapter 13: Culture and consumer bevious Chapter 14: Cultural change processes Chapter 15: New times, new consumers Cases 18-22 Glossary Indexes
