Consumer behaviour - Sethna, Zubin; Blythe, Jim (Los Angeles ; London : SAGE, 2016)
Part 1: Consumer Behaviour in Context. Understanding Consumer Behaviour -- Consumer Behaviour and the Marketing Mix -- The Decision Making Process and Brand Interaction -- Innovation and Digital Technologies -- Consumption in B2C VS. B2B -- Part 2: Psychological Issues in Consumer Behaviour. Drive, Motivation and Hedonism -- The Self and Personality -- Perception -- Learning and Knowledge -- Attitude Formation and Change -- Part 3: Sociological Issues in Consumer Behaviour. Reference Groups -- Age, Gender and Familial Roles -- Culture and Class -- Ethical Consumption -- Part 4: Consumer Behaviour in Conclusion. Post-Purchase Behaviour.
Previous editions written solely by Blythe.
Includes bibliographical references and index.
Keywords: Consumer behavior -- Textbooks