Handbook of Research on Consumerism and Buying Behavior in Developing Nations

This book unites international contributors in marketing, business administration, strategic management, and entrepreneurship to examine various aspects of individual consumer behavior such as motivation, learning, personality, and consumer behavior in social settings. There is special focus on consumer behavior in developing nations and emerging markets. Among the book’s 20 chapters, some subjects considered include Moroccan consumers’ attitudes toward debt, perfume consumption in India, in-store mobile technology use, and consumer adoption of e-government in South Africa. Other subjects are children as consumers in India, consumer protection against big tobacco marketing practices in Sub-Saharan Africa, and green marketing in Nigeria and Kenya.

This book unites international contributors in marketing, business administration, strategic management, and entrepreneurship to examine various aspects of individual consumer behavior such as motivation, learning, personality, and consumer behavior in social settings. There is special focus on consumer behavior in developing nations and emerging markets. Among the book’s 20 chapters, some subjects considered include Moroccan consumers’ attitudes toward debt, perfume consumption in India, in-store mobile technology use, and consumer adoption of e-government in South Africa. Other subjects are children as consumers in India, consumer protection against big tobacco marketing practices in Sub-Saharan Africa, and green marketing in Nigeria and Kenya.