BUYER BEHAVIOUR UNDERSTANDING CONSUMER PSYCHOLOGY AND MARKETING

IT FOCUSES ON DIVERSITY, ATTITUDE FORMATION, AND CHANGE WITHIN THE SOUTH AFRICAN MARKETPLACE AND ON THE DEVELOPING SOCIO-ECONOMIC STATUS OF THE SOUTH AFRICAN CONSUMER. SPECIAL ATTENTION IS GIVEN TO CHANGES IN CULTURAL VALUES IN SOUTH AFRICA SINCE ITS POLITICAL TRANSFORMATION, AND THE MANNER IN WHICH THESE CHANGES IMPACT ON CONSUMPTION PATTERNS AND LIFESTYLES.