Overview of Consumer Behaviour Book

Consumer Behaviour is a comprehensive textbook designed for students of postgraduate management programmes specializing in marketing. It aims to help readers understand and analyses the behaviour of Indian consumers and develop winning marketing strategies. The book begins by explaining the foundation and scope of consumer behaviour and explores its linkages with multi-disciplinary social sciences. Following this, the importance of groups, cultures and demography of India in shaping the mind of an Indian buyer is discussed. The book also explains psychosomatic concepts that impact consumer behaviour such as need, motivation, emotion, perception, memory, attitude and personality. The book concludes with chapters on consumer research and consumer decision-making processes and models. Inclusion of exhibits and numerous research studies conducted by the author himself will make the book useful for students as well as young marketing professionals in understanding Indian consumers and formulating marketing strategies.

• Book Type :

IndianWriting

• Book Binding :

Paperback

• Language :

English

• Number of Pages :

588 pages

• ISBN - 10 :

0198062923

• Consumer Behaviour Published On :

27 Jun 2014

• Resource:

Students and Professionals:Literature&Fiction, IndianWriting

Disclaimer:

• Consumer Behaviour Book is not for reading online or for free download in PDF or eBook format.
• Table of Contents,Index,Syllabus,summary and image of Consumer Behaviour book may be of a different edition or of the same title.
• Price can change due to reprinting, price change by publisher or sourcing cost change for imported books.