In today’s competitive business world, marketing success comes from understanding and responding to market needs. The study of consumer behaviour is common to all marketing courses, whether at TAFE or university level, throughout Australia. And so it should be–understanding consumer behaviour is a vital aspect of marketing!

There are many textbooks about consumer behaviour on the market; however, most of them deal with the concepts of psychology at a very high level. There are very few texts that deal with these concepts at a more basic level, so that students can really appreciate and understand their relevance and more importantly, application, to marketing. This text removes all the unnecessary and ‘heavy’ content from the study of consumer behaviour, while still maintaining high quality.

Most texts are also written as a supplement to lectures or classroom teaching. This text has been written to provide examples for every theory point that is discussed, to assist students to grasp concepts and be able to apply them to the real world. The text has also been written in a conversational, ‘plain English’ style.

This second edition has been redesigned and streamlined to ensure effective learning and understanding. It includes new material on social marketing and extensive discussion of the growing role of the internet in all aspects of marketing, as well as updated illustrations and exhibits. Consumer Behaviour 2e also features a new ‘Marketing In Focus’ component that gives a concise overview of topical cases at the beginning of each chapter.