Consumer Behaviour in Food and Healthy Lifestyle

A Global Perspective

August 2020
More details
August 2020
More details

This book is an essential resource exploring the concepts, theories and methods in consumer behavior specifically applicable to the food and drink sector. Drawing examples from all continents, it provides accessible coverage and a truly global perspective of the particular characteristics of this industry. It offers clear explanations and applications of theoretical concepts, using specialized case studies and examples; features an introduction, learning objectives and summary in each chapter to hone your reading and revision; and provides you with companion online material including lecture slides, notes and self-assessment questions.

This important new book is the perfect guide for students studying consumer behavior or experience in food and drink as part of courses in agricultural or agribusiness management and economics, hospitality and tourism, business studies, food science and nutrition, or generic marketing and consumer studies.

1: Introduction – Overview of the global food and drink sector
2: Models of consumer behaviour
3: Consumer perceptions in food and drink
4: Consumer learning and memory in food and drink
5: Motivation and involvement in food and drink
6: Consumer personality in food and drink
7: Consumer self-concept in food and drink
8: Consumer attitudes in food and drink
9: Culture and sub-cultures in food and drink
10: Reference groups in food and drink
11: Social class in food and drink
12: Situational factors in food and drink
13: Organisational buying in food and drink
14: Adapting the marketing mix on the basis of consumer behaviour
15: Contemporary issues and future developments in food and drink

Isaac K. Ngugi

Isaac K. Ngugi is a senior lecturer in the Department of Marketing at Bournemouth University in the UK. He is also a visiting lecturer at the University of Southampton. He has a PhD in Marketing, an MSc. in Agricultural Economics (Distinction) and a BSc. in Agribusiness Management (First Class Honors). He teaches consumer behavior to second year Business Studies students and to online Global Business Management students. He has sustained research interest in food and drink marketing and has published several journal articles, book chapters and other outputs in this field. Additionally, He has spearheaded several research projects on agri-food marketing in both developing countries (Kenya) and developed countries (UK). He works across academia and for both national and international research organizations.

Helen O'Sullivan

Helen O'Sullivan is a lecturer and the Head of Education and Professional Practice in the Department of Marketing at Bournemouth University in the UK. She teaches consumer behavior to Business Studies students at Bournemouth University, and also teaches at the Chartered Institute of Marketing, a body for marketing professionals in the UK. She has won or been shortlisted for several marketing or business related awards.

Hanaa Osman

Hanaa Osman is a senior lecturer in the Department of Tourism and Hospitality at Bournemouth University, UK. She has a PhD in Hotel Marketing, an MSc. in International Hotel Management and a BSc. in Hotel Management. She teaches consumer behavior to hospitality students and has several conference papers, journal articles and book reviews on food and drink marketing.

marketing, tourism, hospitality, nutrition, agribusiness, economics