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Consumer Behaviour
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Consumer Behaviour

Second Edition
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Consumer Marketing

March 2013 | 472 pages | SAGE Publications Ltd
Electronic Inspection Copy available for instructors here

Why do you choose the things you buy – such as this textbook, a smartphone or an item of clothing? How often, where, and instead of what? What do you consider a boring necessity or a fun luxury? What do you do with products once you’ve purchased them? When do you decide to chuck them and why?

As a consumer you make conscious and unconscious decisions, nonstop, every day of your life. This is Consumer Behaviour!

This friendly, lively full colour text will support you through your course and help you to get the best possible grade for future employment. It even has How to Impress Your Examiner boxes in each chapter. There are lots of case studies along the way from global brands such as Facebook, Apple and Amazon Kindle, and Consumer Behaviour in Action boxes in every chapter to show you how it works in the real world.

 If you want to be top of the class you can push yourself that little bit further by reading the Challenging the Status Quo asides which will help your critical thinking and problem solving skills. These are key skills that employers look for in graduates, so practicing now will help set you apart from the pack and boost your employability. You could also dip into the Further Reading resources to help you with essays and exam revision – using these is a sure route to better grades.

 Visit the companion website www.sagepub.co.uk/blythe for extra materials including multiple choice questions to test yourself and Jim’s pick of Youtube videos that make the examples in each chapter come alive!

 

 
PART ONE: Introduction to Consumer Behaviour
 
The Importance of Understanding Consumer Behaviour
 
PART TWO: Psychological Issues in Consumer Behaviour
 
Drive, Motivation and Hedonism
 
Goals, Risk and Uncertainty
 
Personality and Self-Concept
 
Perception
 
Learning
 
Attitude Formation and Change
 
PART THREE: Sociological Issues in Consumer Behaviour
 
The Environment, Class and Culture
 
Reference Groups
 
The Family
 
PART FOUR: Decisions and their Aftermath
 
New and Repeat Buying Behaviour
 
Innovation
 
Post-purchase Behaviour
 
Services Markets
 
Organisational Buying Behaviour
 
Consumer Behaviour and the Marketing Mix

'Blythe writes as he speaks - a no-nonsense approach to engaging students and conveying key information on consumer behaviour. An excellent text, in true Jim Blythe style!'
Zubin Sethna, Principal Lecturer in Marketing
University of Bedfordshire Business School, UK


This textbook seems to cover most of the aspects approached in class.

Mr Bruno Schivinski
Nottingham Business School, Nottingham Trent University
October 27, 2015

Excellent resources, part of the syllabus is on consumer behaviour. This term we are re-validating our masters program for next year and if the resource proves to be useful for the students we may adopt it further and at undergraduate level.

Dr Clay Gransden
Marketing Department, Liverpool Hope University
September 17, 2015

Excellent resources, part of the syllabus is on consumer behaviour. This term we are re-validating our masters program for next year, if the resource proves to be useful for the students we may adopt it further and at undergraduate level.

Dr Clay Gransden
Marketing Department, Liverpool Hope University
September 17, 2015

Last year some students requested additional supplemental material regarding Consumer Behavior. After reviewing the textbook, I decided to suggest it as supplemental reading.

Dr Antigone Kyrousi
Business & Economics, Independent Science and Technology College
September 15, 2015

Thorough analysis of the area
Modern and recent examples
Strong application

Ms laura dargan
Business, Limerick Institute of Technology
July 23, 2015

A well organised book with chapters presented in a logical order.

Dr Mesfin Habtom
Marketing and Communications, London Metropolitan Uni (City Campus)
January 16, 2015

Excellent introduction to the topic area, easy to navigate and relevant application

Mr Caroline Bracewell
UCBC, Blackburn College
November 10, 2014

A very accessible textbook for undergraduate students in business related fields. The very neat and friendly structure and layout of the book makes the reading of the chapters easier. Good examples and case studies in each chapter. I have been using parts of the book for developing my teaching materials and I am using case studies for home assignments.

Dr xavier matteucci
Dept. of Tourism Management, IMC Univ. of Appl. Sciences Krems
September 20, 2014

Excellent book, great background information for this subject

Ms Ana Collins
Business Dept, waterford college of further education
September 3, 2014

Jim Blythe

Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic – he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success...), but he has a pilot’s licence and has learned to play drums in a samba band, so the beat goes on. Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has... More About Author

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