Marketing: Consumer Behaviour

This book is divided into three parts: human behavior (Part I) consumer behavior (Part II) and organizational characterization and buying process (Part III). In Part I the book adopts a philosophical perspective and in a religious vein discusses human behavior for the discussion of specific consumer behavior. In Part II it discusses consumer behavior as an integral part of human behavior in its broadest sense. It shows how marketing professionals can exploit psychological and socio-cultural principles in managing consumers and in defining strategies appropriate to organizational goals. In Part III Chacha characterizes organizational purchasing and describes how it takes place. He argues that organizational purchasing is a function of consumer behavior since the agent of organizational purchasing is also a consumer influenced by the general behavior of the human species. The book can be an example of the glocalization of marketing as it clarifies that national consumer behavior is influenced by both local and global cultural patterns.