Overview

This book is an essential resource exploring the concepts, theories and methods in consumer behaviour specifically applicable to the food and drink sector. Drawing examples from all continents, it provides you with accessible coverage and a truly global perspective of the particular characteristics of this industry. It offers clear explanations and applications of theoretical concepts, using specialised 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 notes and self-assessment questions. This important new book is the perfect guide for students studying consumer behaviour 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.

Full Product Details

Author:   Dr Isaac K Ngugi (University of Bournemouth, UK) ,  Helen O'Sullivan (University of Bournemouth, UK) ,  Dr Hanaa Osman (Senior Lecturer, University of Bournemouth, UK) ,  Hanaa Osman
Publisher:   CABI Publishing
Imprint:   CABI Publishing
Dimensions:   Width: 18.90cm , Height: 1.10cm , Length: 24.60cm
Weight:   0.625kg
ISBN:  

9781786392886

ISBN 10:   1786392887
Pages:   224
Publication Date:   10 July 2020
Audience:   General/trade ,  Professional and scholarly ,  General ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Author Information

Isaac 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. Isaac has a PhD in Marketing, an MSc. in Agricultural Economics (Distinction) and a BSc. in Agribusiness Management (First Class Honours). He teaches consumer behaviour to second year Business Studies students and to online Global Business Management students. Isaac has sustained research interest in food and drink marketing and has published several journal articles, book chapters and other outputs in this field. Additionally, Isaac 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 organisations. Helen 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 behaviour to Business Studies students at Bournemouth University, and also teaches at the Chartered Institute of Marketing, a body for marketing professional in the UK. She has won or been shortlisted for several marketing or business related awards. Hanaa 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 behaviour to hospitality students and has several conference papers, journal articles and book reviews on food and drink marketing.

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