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Consumer behaviour : implications for marketing strategy

Author: Cathy M Neal; Pascale G Quester; Del I Hawkins
Publisher: Sydney : McGraw-Hill, ©1999.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Database:WorldCat
Summary:
Marketing and consumer behaviour, like the rest of the world, is changing at a rapid pace. Both the ways that consumers behave and the practices of studying that behaviour continue to evolve. The new edition of Consumer Behaviour: Implications for Marketing Strategy equips students with the knowledge and skills necessary to embrace the challenges of a dynamic marketplace, and to develop effective, creative and
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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Cathy M Neal; Pascale G Quester; Del I Hawkins
ISBN: 0074705903 9780074705902 8888886826 9788888886824 007470818X 9780074708187
OCLC Number: 222217201
Target Audience: Tertiary students.
Description: 1 volume (various pagings) : illustrations ; 25 cm
Contents: Preface --
Chapter 1. Consumer Behaviour and Marketing Strategy --Chapter 2. Situational Influences --
Chapter 3. Problem Recognition --
Chapter 4. Information Search --
Chapter 5. Evaluating and Selecting Alternatives --
Chapter 6. Outlet Selection and Product Purchase --
Chapter 7. Post-purchase Processes --
Chapter 8. Perception --
Chapter 9. Learning and Memory --
Chapter 10. Motivation, Personality and Emotion --
Chapter 11. Attitude and Attitude Change --
Chapter 12. The Changing Australasian Society --
Chapter 13. Lifestyle --
Chapter 14. Household Structure and Consumption Behaviour --
Chapter 15. Group Influence on Consumer Behaviour --
Chapter 16. Group Communications --
Chapter 17. Social Stratification --
Chapter 18. Cross-Cultural Variations in Consumer Behaviour --
Chapter 19. Organisational Buying Behaviour --
Chapter 20. Consumers and Society --
Appendix A Consumer Research Methods --
Glossary --
Credits --
Index.
Responsibility: Cathy Neal, Pascale Quester, Del Hawkins.
More information:

Abstract:

Marketing and consumer behaviour, like the rest of the world, is changing at a rapid pace. Both the ways that consumers behave and the practices of studying that behaviour continue to evolve. The new edition of Consumer Behaviour: Implications for Marketing Strategy equips students with the knowledge and skills necessary to embrace the challenges of a dynamic marketplace, and to develop effective, creative and responsible marketing strategies. Consumer Behaviour 2/e explores theory and practice in a manner that is immediately relevant to students by analysing contemporary changes in lifestyle, demographics, culture and subcultures within Australia and New Zealand. The authors explore the theories useful for understanding consumer behaviour, explaining how these theories have been utilised in the development of marketing strategy, and encouraging students to employ these concepts themselves.

The latest edition continues to provide a balanced coverage of both the psychological and anthropological theories of behaviour. Consumer Behaviour 2/e gives lecturers and students access to the latest developments in the discipline, providing the latest data, legislation, issues and research from Australasia and across the globe. The authors detail recent changes to the regulatory environment in Australia, and the establishment of the Australian Competition and Consumer Commission. Further, this new edition incorporates current examples of notable marketing and advertising campaigns which illustrate successful business applications of consumer behaviour concepts. The rapidly evolving technologies of human communication have touched almost every facet of our personal and professional lives, influencing behaviour in both organisational and consumer contexts.

Consumer Behaviour 2/e explores and analyses the far-reaching impact of technology and how it affects marketing strategy, especially in terms of the consumer decision process, and the emergence of an electronic marketplace. This textbook teaches students about the important role the World Wide Web plays both as a marketing tool and as an instrument for consumer analysis. Every chapter includes Internet addresses and references of research studies, interesting sites, and links to corporate and government bodies in Australia and overseas. Consumer Behaviour 2/e reflects the growing influence of services and services research. This expanded services coverage is particularly evident in Chapter 2, Situational Influences, as well as sections dealing with the decision-making process, information search and pre- and post-purchase evaluation. Marketing attempts to influence the ways that consumers behave. Ensuring a well-informed and responsible marketplace requires the combined efforts of consumer lobby groups, government and industry associations.

Consumer Behaviour 2/e places ethical decision making at the centre of developing marketing strategy. The final chapter on Consumers and Society has been completely updated, detailing consumer politics, the most recent legislation pertinent to consumer protection, the industrial trend towards self-regulation and instituted codes of practice, ethical considerations in Marketing Mix decisions, and emerging technology and privacy issues for both marketers and consumers. Innovative Learning Tools Consumer Behaviour 2/e provides a framework for understanding, helping students develop a strong base of knowledge and skills for professional practice. The early introduction of the consumer decision process helps students to grasp the interactions of various influences in every stage of consumer choice. At the start of each chapter, a visual model also highlights the specific aspects of consumer behaviour discussed in the following chapter, presenting a graphical overview of the complex interplay between consumers and their environments.ass.

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