Basics Marketing 01: Consumer Behaviour

by Hayden Noel

Basics Marketing 01: Consumer Behaviour examines the relationship between consumers and culture, and the impact of current trends on consumer behaviour. It explores the different ways in which consumers around the world respond to marketing strategies, examining the interpretation of new stimuli using existing knowledge, and how both new and remembered knowledge combine to influence purchasing behaviour.

Finally, there is a detailed examination of the influence of ethnicity, religion, class, age and gender on consumers' actions and the importance of understanding the challenges and diversity of a global marketplace.

176 pages, Paperback

First published January 1, 2009

Reviews

[Ging · Rating 2 out of 5]

Having no background in the topic, I think the book offers a pretty complete overview on consumer behaviour. However, the language isn't that easy to follow and some of the case studies are rather outdated. I know it's a textbook (somewhat) but I've read tons that are more interesting.

[Amir Jabbari · Rating 4 out of 5]

I had taken some courses by Hayden before, his signature was visible in this book, he breaks down complex ideas into easy to understand bits with an wye for practicality

[Sourabh]

komal