Buyer and Consumer Behaviour

Faustino Taderera, the celebrity, the most published, polished and decorated Marketing and International Business strategist, academic, icon and guru in Africa, is nicknamed, “The Tom Peters of Zimbabwe, Africa and the Middle East.” His students call him, “The Rumbler and the Caterpillar,” mainly for his passion, depth and incisive research in these areas. This book, BUYER & CONSUMER BEHAVIOUR, is a necessary companion for university professors, marketing practitioners, students and consultants and navigates all the intricacies of marketing psychology and consumption. It blends elements from psychology, sociology, social anthropology and economics and deals with characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people''s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, companies, government and society in general. This is Professor Taderera’s 16th book.