Author Description

The third Canadian edition of CB provides a thorough introduction to consumer behaviour. Students will discover how organizations can create and enhance their marketing strategy, advertising and campaign plans, and product offerings by better understanding their target audiences. This includes a thorough examination of the internal (such as perception and motivation) and external (such as cultural and societal) elements that affect consumer decision-making. The third edition includes cases based on Canadian businesses, several current examples of customer behaviour, critical thinking exercises, and the latest academic research.​