Consumer Behaviour

Consumer Behaviour: Applications in Marketing, 4th Edition, presents an empirical perspective on consumer activity that extends beyond basic psychology. The textbook demonstrates how empirical principles inform marketing decisions at both individual and market levels.

Core areas examine foundations of consumer research, consumption patterns, explanations of decision making, and market response. Topics include customer loyalty, brand equity, information processing, and responses to pricing.

Intended for upper undergraduate students, postgraduates, and doctoral researchers, the text focuses on quantitative methods. This approach supports analytical and evidence-based thinking for marketing research in academic and industry settings.