Understanding consumer behaviour is essential for successful marketing. Yet it is an area where information is often hard to find as well as being presented in ways which do not relate to practical needs. With the minimum amount of jargon, this book presents the fundamental principles derived from sound research. Outlines of these principles are then followed by clear advice on their practical implications. Each day a different aspect of behaviour or marketing is covered: * Basic psychological processes of consumers and their implications * Consumers' attitudes to money * Purchasing behaviour (including pre- and post-purchase issues) * Different types of consumer * Product branding * Advertising and retailing * Negative effects of consumption