HCBE Faculty Books and Book Chapters
The Business Decision-Making Process
Book Title
Buyer Behaviour: A Multi-Cultural Approach
Document Type
Book Chapter
ISBN
978-0195784312
Publication Date
2003
Keywords
Target marketing, Consumer behavior, Marketing
Description
What makes a shopper buy one brand of frozen food in preference to another? Does the race or cultural background of the shopper make any difference to the choice? What role does price pay in purchasing decisions? These are just some of the many difficult questions discussed - and answered - in the third edition of this classic on southern African consumer marketing. The authors explain the short but dynamic evolution of consumer behaviour, and propel the reader to a detailed analysis of demographic data key to South Africans buying decisions, and an in-depth look at the effect of diversity on customer choice. For students or practitioners of marketing, advertising or marketing communications, the third edition of Buyer Behaviour offers not only a thorough theoretical grounding in the subject but also practical, up-to-date information essential to making informed decisions about marketing strategy in a multi-cultural environment.
Publisher
Oxford University Press
City
Oxford, England
Disciplines
Business
NSUWorks Citation
Bendixen, Michael T.; Spence, J.; and Abratt, R., "The Business Decision-Making Process" (2003). HCBE Faculty Books and Book Chapters. 146.
https://nsuworks.nova.edu/hcbe_facbooks/146