Perspectives on Consumer Behaviour

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. 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. The second part then examines organisational strategies, such as omni-channel retailing and branding products. And lastly, the third part describes consumer behaviours in the context of individual products and services, from coffee to energy.

• Consumer behaviour in EU countries
• Sustainable food choices
• Customer utility research
• Omni-channel retailing
• Behavioural profiles of costumers
• Determinants of purchasing decisions
• Case studies

• WSB University, Dąbrowa Górnicza, Poland

  Włodzimierz Sroka

Włodzimierz Sroka is an Associate Professor at the Management Department of WSB University in Dąbrowa Górnicza, Poland, and an Extraordinary Professor at North-West University, South Africa. He specialises in theoretical and practical issues relating to the management and strategic management, and is the author of numerous scientific papers on strategic alliances, network organisations, competition, strategy, company restructuring, marketing, CSR and business ethics, as well as innovations and entrepreneurship published in both Polish and international journals.

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