Includes bibliographical references (p. 733-782) and index.

Part 1: Studying consumer behaviour; understanding consumer and market segments. Part 2: Environmental influences on consumer behavior; culture; subcultures; social class; social groups; family; personal influence and diffusion of innovations. Part 3: Individual determinants of consumer behaviour; personality and self-concept; motivation and involvement; information processing; learning and memory; attitudes; changing attitudes. Part 4: Consumer decision processes; problem recognition; search and evaluation; purchasing processes; postpurchase behavior. Part 5: Additional dimensions; researching and modelling consumer behaviour; consumerism; organisational buying behaviour.

Starting with a macro approach, moving in a progression from the societal to the level of the individual, this book incorporates market realism by emphasizing the application of concepts using questions, projects and cases for discussion and student decision making.