This book introduces a concise yet comprehensive exploration of the key aspects of Consumer Behaviour. Case studies, examples and scenarios throughout the text highlight both the global and Irish perspectives. It details the impact of the global economy in terms of choice and product availability on consumer decisions and behaviour. It presents contextual evidence to highlight how changes in social, cultural and economic circumstances determine trends and directions in consumer behaviour, including the impact of the internet. It includes both consumer and organisational buyer behaviour. Written to support a structured learning approach, each chapter opens with learning objectives, and concludes with discussion and revision questions. It is suitable for students studying consumer behaviour at diploma or degree level in Universities or Institutes of Technology. It is also suitable for HETAC courses offering Consumer Behaviour, as well as Marketing Institute of Ireland courses.
Publisher: Gill & Macmillan Ltd