Consumer Behaviour in Food and Healthy Lifestyle - Ngugi, Isaac K; O'Sullivan, Helen; Osman, Hanaa
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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…mehr

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Produktbeschreibung
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.
Autorenporträt
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.