Handbook of Research on Consumerism and Buying Behavior in Developing Nations
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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
DOI: 10.4018/978-1-5225-0282-1
ISBN13: 9781522502821|ISBN10: 1522502823|EISBN13: 9781522502838
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Description & Coverage
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.

Coverage:

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
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Editor/Author Biographies
Dr Ayantunji Gbadamosi (BSc (Hons), MSc, PhD, FCIM, FCMI, SFHEA) is an Associate Professor in Marketing, and a Co-chair for the School Research Ethics Committee at the Royal Docks School of Business and Law, University of East London, UK. He has once served as the Research Coordinator and The Chair of the Research and Knowledge Exchange Committee in the school. He received his PhD from the University of Salford, UK and has taught marketing courses at various institutions including the University of Lagos (Nigeria), University of Salford (UK), Manchester Metropolitan University (UK), Liverpool Hope University (UK), and various professional bodies. Dr ‘Tunji Gbadamosi has over 100 publications - journal articles, chapters in edited books, edited books, monograph, conference papers, and case studies. His papers have been published in a variety of refereed journals including World Development, International Marketing Management, Journal of Electronic Commerce Research, 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 has authored/edited nine other books including Contemporary Issues in Marketing (SAGE, 2019), Young Consumer Behaviour (Routledge, 2018), The Handbook of Research on Consumerism and Buying Behaviour in Developing Nations (IGI Global, 2016), Principles of Marketing – A Value-Based Approach (Palgrave, 2013), Entrepreneurship Marketing: Principles and Practice of SME Marketing 2nd edition (Routledge 2020), and Religion and Consumer Behaviour in Developing Nations (Edward Elgar, 2021). Dr Gbadamosi is an editorial board member of several journals. He has supervised numerous students including 15 PhD students to successful timely completion of their research and served as an examiner for 32 doctorate degree examinations. He is the -Co-chair of the Academy of African Business Development (AABD) conferences. His past and current external examiner roles include those at Lancaster University, Northampton University, University of Westminster, University of Chester, and the University of Suffolk. His research interest lies in Consumer Behaviour, SME Marketing, Marketing to Children, and Marketing Communications. His paper won the EMERALD Best paper award at the International Academy of African Business Development (IAABD) conference, in 2014. He is listed in Who’s Who in the World.
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