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Consumer Behaviour: South African Psychology and Marketing Applications

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ISBN:

9780195999327

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Product Description

What exactly drives motivation? How important are social class, status and group influences when making a buying decision? How important is it to be ethically and socially responsible when dealing with issues surrounding consumer behaviour?

Consumer Behaviour covers the essential concepts of a subject that not only straddles both marketing and industrial psychology, but also goes beyond the discussion of why people buy things.

Consumer Behaviour provides internationally accepted theories which are relevant to the South African context.

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