* Introduces a concise yet comprehensive exploration of the key aspects of Consumer Behaviour

* Case studies, examples and scenarios throughout the text highlight both the global and Irish perspectives

* Details the impact of the global economy in terms of choice and product availability on consumer decisions and behaviour

* Presents contextual evidence to highlight how changes in social, cultural and economic circumstances determine trends and directions in consumer behaviour, including the impact of the internet

* Includes both consumer and organisational buyer behaviour

* Written to support a structured learning approach, each chapter opens with learning objectives, and concludes with discussion and revision questions

* Suitable for students studying consumer behaviour at diploma or degree level in Universities or Institutes of Technology

* Also suitable for HETAC courses offering Consumer Behaviour, as well as Marketing Institute of Ireland courses