Consumer Behaviour: A Practical Guide

Consumer behaviour is the study of how, where, when and why we conduct the exchange elements of our lives to satisfy our needs and desires. It is fundamental to marketing as marketing is concerned with supplying and anticipating customer requirements; therefore understanding how customers behave is at the very heart of the marketing concept. "Consumer Behaviour, 2nd Edition" is more 'student centred' than the competition, manifested in the use of cases and exercises to be used in participative and applied ways, reflecting the clear trend towards student centred and application-based marketing courses. Coverage of consumer buying behaviour from a marketing, rather than a behavioural science perspectiveThe addition of new journal articles from a range of journals.

"This innovative and student-friendly textbook combines theory with practical examples and illustrations to bring the study of consumer behaviour to life. I particularly like the “think boxes” which encourage students to ponder issues as they read each chapter. The inclusion of key articles also provides students with a convenient means of delving deeper into issues to gain richer insights into consumer behaviour."
—Professor David Jobber, Bradford University School of Management

"A particularly well conceived text that superbly demystifies consumer behaviour. The underpinning theory is easy to grasp and its application is so clearly shown. The book's student-centric focus is excellent."
—Professor Leslie de Chernatony, Birmingham University Business School

Consumer Behaviour is an exciting new European text written in student-friendly language and designed specifically around how students learn. Using their considerable experience, Martin Evans, Ahmad Jamal and Gordon Foxall present a concise exploration of the key aspects of the Consumer Behaviour in a lively but rigorous manner. They also include topical issues, such as Consumer Misbehaviour, and the growing trend within marketing to attempt to understand consumers through an ever-expanding range of personalized transactional and profile data.

Learning features of the text

• Full length journal articles with reflective exercises to help students engage with the academic literature on the subject and introduce different perspectives.
• Reflective questions and practical assignments at the end of each chapter.
• Full colour text illustrated with many classic and contemporary examples of advertisements, reflecting different theories and approaches.
• A wide range of illustrative examples, many pulled out in special feature boxes.
• Think boxes designed to encourage students to think about what is provided in more of an analytical and critical way and to put the issue within their personal context.
• Web links to useful external websites plus extra journal articles that students can access from the companion website.

Web support for lecturers and students

Consumer Behaviour is accompanied by a comprehensive web site at www.wiley.com/go/evans. Students will find additional journal articles, multiple choice quizzes, all the web links and an online version of the glossary. For lecturers there are suggested solutions and notes on the questions and assignments set in the text and a comprehensive selection of PowerPoint slides for each chapter, that include many of the figures, tables and advertising images used in the book.