Consumer Behaviour in Service Marketing

Contents: Preface. 1. Consumer behaviour: an introduction. 2. Consumer behaviour analysis and social marketing. 3. Consumer behaviour and psychology of marketing. 4. Consumer behaviour: the road to effective policy making. 5. Effective strategies to promote responsible consumer behaviour. 6. Consumer behaviour and marketing strategy. 7. Influence of sales promotion on consumer behaviour in financial services. 8. Consumer and industrial marketing. 9. Implications for marketing mix product place price promotion. 10. Impact of the internet on consumer information search behavior. 11. The impact of internal service quality on customer service. 12. Critical appraisal of the concept of non profit services marketing. 13. Consumer attitudes to utility products: a consumer behaviour perspective. 14. Consumers behaviour towards internet technology and internet marketing. Bibliography. Index.

Consumer behaviour is the study of when why how and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demograpics and behavioural variables in an attempt to understand peoples wants. It also tries to assess influences on the consumer from groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. (jacket)