This book explores the psychological factors and decision-making processes behind consumer purchases. It covers motivation, social influences, and how family, culture, and peers shape preferences. The role of perception, memory, and past experiences in influencing decisions is also discussed. Finally, it highlights consumer loyalty and attitudes, focusing on how brands build lasting relationships with customers
Salient Features
- Comprehensive Coverage of Consumer Behaviour Concepts
- Interactive Chapter Opening Cases: Every chapter starts with an opening case study designed to ignite curiosity and encourage engagement with the upcoming contents of consumer behaviour.
- Interactive AI Tools
- Indian Case Studies: Real-life case studies from a variety of industries are integrated into each chapter to showcase practical applications of consumer behaviour concepts.
- Practical Exercises: Designed for both students and professionals, it effectively bridges theoretical concepts with real-world practice
- Understanding Consumer Behaviour
- Consumer Research
- Market Segmentation
- Consumer Needs and Motivation
- Consumer Personality
- Consumer Perception
- The Process of Learning and Memory
- Nature of Consumer Attitudes
- Models of Consumer Behaviour
- Group Dynamics and Consumer reference groups
- Communication, Advertising and Consumer Buying Behaviour
- The Family and Lifestyle Marketing
- Social Class and Consumer behaviour
- Culture, Subculture and Cross Culture
- The Process of Innovation and Diffusion of Innovation
- Consumer Behaviours as A Decision Process
- Maintaining Customer Satisfaction
- Consumerism and Public Policy issues
- Organisational Buyer Behaviour
A.1: Riding the Boom
A.2: Crosscultural Advertising
A.3: Jewellery Style of India: A Consumer Behaviour Perspective
Glossary
References
ISBN13:
978-93-49290-47-1
Weight:
900.00
Edition:
3rd Edition
Language:
English
Title Code:
849