Understanding Customers 2019/20

RM30.00 RM30.00

A concise look at multiple perspectives in a Consumer Behavioural module. Covering theories such as the consumer desire theory, transactional analysis, behavioural economics, theory of planned behaviour and many others. Also summarises key research papers and market market trends from the year 2020. Useful for business students, psychology students, or anyone with an interest in this field. Text incorporates some colours and visuals to make reading more pleasant. CONTENT SHOULD NOT BE CITED AS FROM THIS PDF BUT further research should be done to find relevant authors.

Looks at cultural, behavioural and cognitive perspectives of understanding consumer behaviour and application of theories in a corporate context. Summaries of key business research papers investigating consumer behaviour in the US versus China, influence of personality on purchasing, digital evolution of consumer behaviour and advertising are also briefly included.

Educational Level

Higher Education


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