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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• Chapter 1: Introduction – Overview of the global food and drink sector Chapter 2: Models of consumer behaviour Chapter 3: Consumer perceptions in food and drink Chapter 4: Consumer learning and memory in food and drink Chapter 5: Motivation and involvement in food and drink Chapter 6: Consumer personality in food and drink Chapter 7: Consumer self-concept in food and drink Chapter 8: Consumer attitudes in food and drink Chapter 9: Culture and sub-cultures in food and drink Chapter 10: Reference groups in food and drink Chapter 11: Social class in food and drink Chapter 12: Situational factors in food and drink Chapter 13: Organisational buying in food and drink Chapter 14: Adapting the marketing mix on the basis of consumer behaviour Chapter 15: Contemporary issues and future developments in food and drink

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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• Chapter 1: Introduction – Overview of the global food and drink sector Chapter 2: Models of consumer behaviour Chapter 3: Consumer perceptions in food and drink Chapter 4: Consumer learning and memory in food and drink Chapter 5: Motivation and involvement in food and drink Chapter 6: Consumer personality in food and drink Chapter 7: Consumer self-concept in food and drink Chapter 8: Consumer attitudes in food and drink Chapter 9: Culture and sub-cultures in food and drink Chapter 10: Reference groups in food and drink Chapter 11: Social class in food and drink Chapter 12: Situational factors in food and drink Chapter 13: Organisational buying in food and drink Chapter 14: Adapting the marketing mix on the basis of consumer behaviour Chapter 15: Contemporary issues and future developments in food and drink

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.

Select Guide Rating

• Chapter 1: Introduction – Overview of the global food and drink sector Chapter 2: Models of consumer behaviour Chapter 3: Consumer perceptions in food and drink Chapter 4: Consumer learning and memory in food and drink Chapter 5: Motivation and involvement in food and drink Chapter 6: Consumer personality in food and drink Chapter 7: Consumer self-concept in food and drink Chapter 8: Consumer attitudes in food and drink Chapter 9: Culture and sub-cultures in food and drink Chapter 10: Reference groups in food and drink Chapter 11: Social class in food and drink Chapter 12: Situational factors in food and drink Chapter 13: Organisational buying in food and drink Chapter 14: Adapting the marketing mix on the basis of consumer behaviour Chapter 15: Contemporary issues and future developments in food and drink