Description
Consumer Behaviour is an essential resource for understanding the complex dynamics of consumer decision-making in today’s marketplace. Written by renowned experts Zubin Sethna and Jim Blythe, this SAGE Publications text provides comprehensive insights into the psychological, social, cultural, and economic factors that shape consumer choices.
The book examines key concepts including consumer perception, motivation, attitude formation, and brand loyalty. It explores how demographics, lifestyle, and cultural values impact purchasing behavior while addressing contemporary issues such as digital marketing, social media influence, and sustainable consumption.
Ideal for business students, marketing professionals, and organizational leaders, this work combines theoretical frameworks with practical applications. Readers will gain valuable knowledge about segmentation, targeting, and positioning strategies that drive successful marketing campaigns. The text is particularly useful for understanding both individual consumer behavior and broader market trends.
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