Consumer Behaviour


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Table of Contents

Consumer Behaviour in Context
Understanding Consumer Behaviour
Decisions, Behaviours and Interactions
Consumption in B2C vs. B2B
Consumer Technology and Innovation
Consumers as Individuals (The Psychological Issues)
Drive, Motivation and Hedonism
The Self and Personality
Learning and Knowledge
Attitude Formation and Change
Consumers as Social Actors (The Sociological Issues)
Reference Groups
Age, Gender and Familial Roles
Culture and Social Mobility
Ethical Consumption
Sustainable Consumption

About the Author

Dr Zubin Sethna is currently Principal Lecturer (Associate Professor) in Entrepreneurial Marketing at Regent’s University London. He has successfully launched five businesses and as Managing Consultant at Baresman Consulting, he has integrated marketing/consumer behavioural strategy with management consultancy and training for numerous organisations both in the UK and internationally, and across a variety of industry sectors. He is Editor-in-Chief of the internationally respected Journal of Research in Marketing and Entrepreneurship (JRME) and is also a reviewer for a variety of leading marketing and business journals, including the European Journal of Marketing, Journal of Marketing Management, and Journal of Strategic Marketing.  


In my journey of building a consumer brand from scratch, many of my ‘do or die’ decisions have been made by putting my consumers at the forefront. Professor Zubin Sethna has produced the most comprehensive work on consumer behaviour that I have ever seen, by far. It covers consumer behaviour from all angles including an understanding of psychological and sociological issues. Throughout, the book is superbly illustrated with diagrams and consumer behaviour is brought to life by several real-world case studies, all enabling the reader to obtain a complete and thorough understanding of the subject. It is a must-read for students and practitioners alike!
*Lord Karan Bilimoria of Chelsea*

Whether we like it or not, artificial intelligence is here to stay and the speed at which its applications are adopted by the consumer will only continue to rise. Lifestyle considerations, spending shifts, motivational movements and value adjustments, to name but a few, are all part of the behavioural impact which differ from generation to generation and across the gender spectrum. Zubin Sethna has very eloquently captured the nuances of consumer behaviour by identifying key theories and strategies which take a consumer-centric approach and will undoubtedly help organisations and individuals minimise risk and benefit from the commercial opportunities.
*Stuart Sherman*

The fifth edition of this bestselling book on Consumer Behaviour is up to date with material for a post-Brexit and post-Covid consumerist world. It is full of relevant examples from a regional, national and global perspective. As with previous editions, the author writing style is academic yet current, relevant and easy to read. The book is packed with sections on ‘critical reflection’, ‘consumer behaviour in action’ and ‘brand experiences’ all of which help to really bring the conceptual academic frameworks to life and from a practice-based perspective. Of notable significance are the chapters on both ethical and sustainable consumption.  This text continues to be a must-have for students studying consumer behaviour.
*Dr Jaideep Prabhu*

A must-read for students who would like to explore consumer behaviours from a psychological and marketing perspective. Every edition so far has made important updates and kept this book on the top of my reading list for UG and PG students. The secret of the book is to have a neat structure and to keep its digestible format, unlike many of its overloaded competitors.
*Dr Jan Breitsohl*

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