AshehougAgency

Consumer Behaviour

What lies behind a purchase? Why do some products exert a greater pull than others in the market? The purpose of most businesses and organizations is to provide some service or sell some product to somebody who is interested in acquiring it. To explain this activity, we need to know about consumers' buying behaviour.

This book looks at central theories of consumer behaviour associated with the purchase and use of goods and services - including motives, information handling, attitudinal issues, perception and so on. These theories have considerable relevance to public sector activity as well. Key here is the purchase and use of consumer goods. The book does find room for a chapter on purchasing behaviour in the business sector as well, however.

The book is aimed at students in advanced marketing studies, but will be of value to people working in marketing on a daily basis too.This seventh edition has been brought up to date with the latest research findings and examples from the contemporary world.

First published: 2001 (7th edition)

Hans Mathias Thjømøe: Biography and bibliography
Erik L. Olson: Biography and bibliography