Consumer Behaviour (RLE Consumer Behaviour)

A Practical Guide

By: Gordon Foxall

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eText | 5 December 2014 | Edition Number 1

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210 Pages

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This book is concerned with the application of the behavioural sciences, notably social psychology and sociology, to the study of consumer behaviour. The emphasis throughout is on making these sciences practical for the marketing manager by focusing on those aspects of consumer behaviour which prove useful for managerial decision-making. The introduction defines the scope of the book in these terms and outlines a model for the consumer buying process. The book conlcudes with detailed models of consumer choice.