Short description
Consumers and their behaviour is an important dynamic for any business to understand if it wishes to succeed. Consumers increasingly exert influence on businesses through their buying behaviour.
Long description
Consumers and their behaviour is an important dynamic for any business to understand if it wishes to succeed. Consumers increasingly exert influence on businesses through their buying behaviour. Understanding consumer behaviour is therefore imperative as it informs businesses on how to plan their marketing activities and sustain themselves as commercially viable and useful entities. Introduction to Consumer Behaviour has been written to meet the needs of most course outlines of southern African universities, universities of technology and private colleges. While providing the student with a thorough theoretical grounding in consumer behaviour, the book moves swiftly into southern African marketing and business scenarios, and focuses on current and future issues, both nationally and internationally.
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