Consumer behaviour: a strategic approach

Abstract

Today's fast-paced, competitive business environment demands that organisations understand consumers in order to survive. This poses a number of key questions for marketers: What factors influence consumer decisions? How do consumers acquire product information? How do organisations develop consumer brand loyalty for their products? How does consumer behaviour affect marketing strategy? What rights do consumers have? The answers to these questions, and many more, are contained in this textbook. With a balance of real-world examples drawn from both small to medium sized enterprises and multinational corporations operating in the region, 'Consumer behaviour, first Asia-Pacific edition' provides a strong link between the conceptual foundations of consumer behaviour and strategic marketing applications.

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