HCBE Faculty Books and Book Chapters

The Business Decision-Making Process

Title

The Business Decision-Making Process

Files

Document Type

Book Chapter

Book Title

Buyer Behaviour: A Multi-Cultural Approach

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.

ISBN

978-0195784312

Publication Date

2003

Publisher

Oxford University Press

City

Oxford, England

Keywords

Target marketing, Consumer behavior, Marketing

Disciplines

Business

The Business Decision-Making Process
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