Handbook of Research on Consumerism and Buying Behavior in Developing Nations

Handbook of Research on Consumerism and Buying Behavior in Developing Nations

Ayantunji Gbadamosi (University of East London, UK)
Release Date: May, 2016|Copyright: © 2016 |Pages: 565
ISBN13: 9781522502821|ISBN10: 1522502823|EISBN13: 9781522502838|DOI: 10.4018/978-1-5225-0282-1

Description

Having a grasp on what appeals to consumers and how consumers are making purchasing decisions is essential to the success of any organization that thrives by offering a product or service. Despite the importance of consumer knowledge and understanding, research-based insight into the buying patterns and consumption habits of individuals in emerging nations remains limited.

The Handbook of Research on Consumerism and Buying Behavior in Developing Nations takes a critical look at the often overlooked opportunities available for driving consumer demand and interest in developing countries. Emphasizing the power of the consumer market in emerging economies and their overall role in the global market system, this edited volume features research-based perspectives on consumer perception, behavior, and relationship management across industries. This timely publication is an essential resource for marketing professionals, consumer researchers, international business strategists, scholars, and graduate-level students.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Consumer Acculturation
  • Consumer Behavior
  • Consumer Protection
  • Consumer Psychology
  • Electronic Marketing
  • Globalization
  • Marketing Strategies
  • Sustainable Consumption

Reviews and Testimonials

This book unites international contributors in marketing, business administration, strategic management, and entrepreneurship to examine various aspects of individual consumer behavior such as motivation, learning, personality, and consumer behavior in social settings. There is special focus on consumer behavior in developing nations and emerging markets. Among the book’s 20 chapters, some subjects considered include Moroccan consumers’ attitudes toward debt, perfume consumption in India, in-store mobile technology use, and consumer adoption of e-government in South Africa. Other subjects are children as consumers in India, consumer protection against big tobacco marketing practices in Sub-Saharan Africa, and green marketing in Nigeria and Kenya.

– ProtoView Reviews

This book unites international contributors in marketing, business administration, strategic management, and entrepreneurship to examine various aspects of individual consumer behavior such as motivation, learning, personality, and consumer behavior in social settings. There is special focus on consumer behavior in developing nations and emerging markets. Among the book’s 20 chapters, some subjects considered include Moroccan consumers’ attitudes toward debt, perfume consumption in India, in-store mobile technology use, and consumer adoption of e-government in South Africa. Other subjects are children as consumers in India, consumer protection against big tobacco marketing practices in Sub-Saharan Africa, and green marketing in Nigeria and Kenya.

– ProtoView Reviews

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Dr Ayantunji Gbadamosi {(Bsc (Hons), Msc, PhD, FHEA, FCIM, FCMI} is the Research Coordinator and The Chair of the Research and Knowledge Exchange Committee at Royal Docks School of Business and Law, University of East London, UK. He received his PhD from the University of Salford, UK and has taught marketing courses at various institutions including University of Lagos (Nigeria), University of Salford (UK), Manchester Metropolitan University (UK), Liverpool Hope University (UK), and various professional bodies. Dr ‘Tunji Gbadamosi has several research outputs in the form of Journal articles, chapters in edited books, co-edited books, monograph, conference papers, and Case studies. His papers have been published in a variety of refereed journals including Journal of Brand Management, Thunderbird International Business Review, International Journal of Market Research, International Journal of Retail and Distribution Management, Marketing intelligence and Planning, Social Marketing Quarterly, Nutrition and Food Science, Young Consumers, Journal of Fashion Marketing and Management, Society and Business Review, International Journal of Consumer Studies, The Marketing Review, International Journal of Small Business and Enterprise Development, Entrepreneurship and Regional Development, International Journal of Entrepreneurship and Innovation, Journal of Management Development, Industry and Higher Education, and Journal of Place Branding and Public Diplomacy. He is the author of the book entitled Low-income Consumer Behaviour and the editor of Young Consumer Behaviour (Routledge, 2018) and The Handbook of Research on Consumerism and Buying Behaviour in Developing Nations (IGI Global, 2016). His co-edited books are: (a) Principles of Marketing – A Value-Based Approach (Palgrave, 2013), and (b) Entrepreneurship Marketing: Principles and Practice of SME Marketing (Routledge 2011). Dr Gbadamosi is a member of the editorial board of several academic journals. He has supervised several undergraduate and postgraduate students including PhD students to successful completion and served as an examiner for several doctorate degree examinations. He is the current Programme Chair of the International Academy of African Business Development (IAABD). His research interests are in the areas of Consumer Behaviour, SME Marketing, Marketing to Children, and Marketing Communications. He is the author of the paper entitled ‘Symbolic Consumption among Black African Women in the UK’ that won the EMERLAD Best paper award at the International Academy of African Business Development (IAABD) 2014. He is listed in who’s who in the World

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