A higher level text emphasising research on consumer processes and issues that concern markets. The approach draws heavily on recent research but the origins of consumer behaviour problems are also covered.

Instructor Manual available

• More behavioural in orientation than most consumer texts.
• Covers topics not covered well elsewhere, e.g. loyalty, brand equity, response to advertising, consumer satisfaction, the psychology of the retail environment.

I. INTRODUCTION.
1. Ideas and Explanations.
2. In Consumer Research.
I. CONSUMER PATTERNS.
3. Loyalty.
4. Brand Equity and Brand Extension.
5. Stationary Markets.
6. Prices and Sales Promotion.
II. REASONS FOR PURCHASE.
7. Attitudes, Beliefs, Intention and Behaviour.
8. Predicting and Explaining Action.
III. MECHANISMS OF CHOICE AND CONSUMPTION.
9. Information Processing and Judgement. Satisfaction.
10. Quality and Complaining.
IV. APPLICATIONS.
11. The Response to the Retail Setting.
12. The Response to Advertising Issues for Consumer Behaviour.
Appendix: Research: Issues and Methods.

Consumer Behavior  (Marketing)

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