Consumer Behaviour 2e

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.

Building on the success of the first edition , the new edition of of Consumer Behaviour has been  fully revised and updated to be even more student friendly. Through the author teams seven decades of teaching and  researching experience they have discovered that the application of concepts via practical examples is the best delivery method for effective lerning. Consumer Behaviour is a European text that is built around how students actaully learn consumer behaviour. Evans, Foxall and Jamal offer a mainstream consumer behaviour textbook, based on semesterised compulsory or optional modules on undergraduate and postgraduate business and marketing programmes. The student centred approach is 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.