Consumer behaviour: applications in marketing

Contents: PART 1 INTRODUCTION Chapter 1 Ideas and Explanations in Consumer Research PART 2 CONSUMPTION PATTERNS Chapter 2 Customer Loyalty Chapter 3 Brand Knowledge, Brand Equity and Brand Extension Chapter 4 Stationary Markets Chapter 5 Market Dynamics Chapter 6 Consumer Group Differences PART 3 EXPLAINING DECISION-MAKING Chapter 7 Predicting and Explaining Behaviour Chapter 8 Information Processing and Decision-Making Chapter 9 Consumer Satisfaction and Quality PART 4 MARKET RESPONSE Chapter 10 Consumer Response to Price and Sales Promotions Chapter 11 Shopper Behavior Chapter 12 Word-of-Mouth Influence Chapter 13 The Response to Advertising

This popular textbook extends beyond a basic psychological approach to Consumer Behaviour by providing a more empirical understanding of the subject, helping students grasp marketing applications at both individual and market levels. The fourth edition maintains a strong focus on research, particularly quantitative methods, helping higher-level students develop analytical and evidence-based thinking for success in scholarly and industry-based marketing research. The textbook contains new examples, exercises and research findings, along with recent advancements in the digital environment. Suitable for upper-undergraduate and postgraduate students taking courses in consumer behaviour, as well as doctoral candidates with a focus on consumer behaviour.