Consumer behaviour : South African psychology and marketing applications / Mpinganjira, Dos Santos, Botha, Du Toit, Erasmus, Maree, Mugobo [authors].

Include index

Includes bibliographical references and index.

Introduction to consumer behaviour -- Consumer motivation -- Learning and information processing -- Consumer perceptions -- Personality -- Consumer attitudes -- Social class, reference groups and the diffusion of innovation -- Cultural and sub-cultural influences on consumer behaviour -- Family and household influences on consumer behaviour -- Situational influences on consumer behaviour -- Market segmentation from a South African perspective -- Communicating with consumers -- Consumer decision models -- Consumerism and consumers as citizens.

"What exactly drives motivation? How important are social class, status and group influences when making a buying decision? How important is it to be ethically and socially responsible when dealing with issues surrounding consumer behaviour? Consumer Behaviour covers the essential concepts of a subject that not only straddles both marketing and industrial psychology, but also goes beyond the discussion of why people buy things. Consumer Behaviour provides internationally accepted theories which are relevant to the South African context."--Publisher's description.