This book explores key factors associated with consumer behaviour, from both a theoretical and practical perspective. It particularly focuses on the consumer in

A high level textbook discussing different perspectives in consumer behaviour. Drawing on real life case studies, this book enables students to critically appro

In modern business practices, marketing dimensions are changing with new opportunities appearing in consumer behavioral contexts. By studying consumer activitie

This book critically examines and analyzes the classical and neoclassical behavioral theories in reference to consumer decision-making across the business cultu