Consumer behaviour: people in the marketplace
You can probably relate to at least some general aspects of Nathalie’s behaviour. This book is
about people like Nathalie. It concerns the products and services they buy and use, and the
ways these fit into their lives. This introductory chapter briefly describes some important
aspects of the field of consumer behaviour, including the topics studied, who studies them,
and some of the ways these issues are approached by consumer researchers.
But first, let’s return to Nathalie: the sketch which started the chapter allows us to highlight
some aspects of consumer behaviour that will be covered in the rest of the book.