Consumer Behaviour
Consumer Behaviour by Zubin Sethna and Jim Blythe offers a thorough examination of the factors influencing consumer decisions. It covers psychological, social, and cultural aspects of buying behaviour, providing valuable insights for marketing students and professionals. The text emphasizes practical applications of behavioural principles in everyday commerce.
About This Book
Consumer Behaviour by Zubin Sethna and Jim Blythe provides an essential overview of the principles governing how consumers think, feel, and act in the marketplace.
The book delves into the psychological, social, and cultural influences that shape buying decisions, offering practical insights for students and professionals alike.
Through structured analysis, it examines the processes involved in consumer choice, from perception and motivation to post-purchase evaluation.
Designed as a core text for business and marketing courses, it equips readers with the knowledge to apply behavioural theories in real-world scenarios.
Authors Zubin Sethna and Jim Blythe bring their expertise to create a resource that is both accessible and academically rigorous.
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