Overview

This book explores key factors associated with consumer behaviour, from both a theoretical and practical perspective. It particularly focuses on the consumer in the 21st century – educated and conscious, but also impatient, disloyal and capricious.

Part 1: Theoretical and Legal Aspects

The book is divided into three main parts: the first part discusses the theoretical and legal aspects of consumers’ behaviour, analysing the government’s role in regulating consumer behaviour and the role of the European Union.

Part 2: Organisational Strategies

The second part then examines organisational strategies, such as omni-channel retailing and branding products.

Part 3: Consumer Behaviours in Context

And lastly, the third part describes consumer behaviours in the context of individual products and services, from coffee to energy.