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Consumer Behaviour

Consumer Behaviour

Second Edition
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Consumer Marketing

March 2013 | 472 pages | SAGE Publications Ltd
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 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
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
Post-purchase Behaviour
Services Markets
Organisational Buying Behaviour
Consumer Behaviour and the Marketing Mix

Brilliant book to facilitate students' marketing concept understanding.

Dr Jessie Ren
Faculty of Sport Business & Enterprise, Southampton Solent University
August 21, 2014

With it's two foci on psychological and sociological issues this textbook provides a holistic account for business students who are tired from the functional marketing text books. I especially liked the focus on basic concepts in psychology and sociology and the graphic layout. Overall it is a joy the read and work with this book

Mr Philipp Wegerer
Department of Marketing, University of Innsbruck
June 3, 2014

Found this to be a very useful addition to my class currently. The format is interesting and the content is really very relevant and well-written. I would consider changing to this being my core textbook in future. But this would mean a fairly radical overhaul of the module, which currently is not factored into my workload!

Miss Anne Chalmers
Marketing Toursim and Languages, Edinburgh Napier University
April 11, 2014

This book is easy to understand with several clear examples about brands and various organizations and firms and their relevant histories. This book offers invaluable contents which are easy to understand with regard to the core issues of consumer behavior. Students will enjoy reading this text book and improve their knowledge toward Management and Marketing related issues.

Dr. Shahrokh Nikou
Åbo Akademi University

Dr Shahrokh Nikou
Department of Information Technologies, Abo Akademi University
March 4, 2014

This book has very clear examples about brands and several companies' history. It is an interesting manual that will be very useful for a large range of graduation and post-graduation courses, related to Management and Marketing.

Dr Paulo Mourao
School of Economics & Management, Minho University
February 25, 2014

Great CB book which contains the most essential topics. I will be recommending this text book as additional reading to the text book currently being used.

Dr Joseph Vella
cor, University of Malta
February 11, 2014

- easy to understand, student-friendly
- compact overview of important content
- great combination of theory and practical examples

Professor Dirk Möhlenbruch
Department of Business Studies, Martin Luther University of Halle-Wittenberg
January 9, 2014

A good source of in-depth consumer behaviour knowledge, delivered in a way that doesn't take itself too seriously. Most refreshing.

Mr Neil Brooks
Marketing & Retail Management, Oxford Brookes University
November 5, 2013

an excellent textbook that fills a gap in terms of students understaing B2C markets and social behaviour of consumers

Mr Richard Kotter
Dept of Geography, Northumbria University
October 18, 2013

Refreshing look at the behaviour of our communities and how capitalism shapes motivation.

Ms Jodie Low
Applied Social and Community Studies, Derby University
September 18, 2013

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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ISBN: 9781446266441