Consumer Behaviour
Price: 1050.00 INR
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ISBN:
9780198062929
Publication date:
27/06/2014
Paperback
588 pages
241.0x184.0mm
Price: 1050.00 INR
We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.
ISBN:
9780198062929
Publication date:
27/06/2014
Paperback
588 pages
241.0x184.0mm
Consumer Behaviour is a comprehensive textbook designed for students of postgraduate management programmes specializing in marketing. It aims to help readers understand and analyse the behaviour of Indian consumers and develop winning marketing strategies.
Suitable for: A comprehensive textbook designed for students of postgraduate management programmes specializing in marketing
Rights: World Rights
Description
Consumer Behaviour is a comprehensive textbook designed for students of postgraduate management programmes specializing in marketing. It aims to help readers understand and analyse 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.
Table of contents
Chapter 1. Understanding Consumer Behaviour
Chapter 2. Social Groups
Chapter 3. Primary Groups: Communities, Neighbourhood, and Family
Chapter 4. Social Class
Chapter 5. Culture
Chapter 6. Demography of India
Chapter 7. Need, Motivation, and Emotion
Chapter 8. Learning and Memory
Chapter 9. Sensation and Perception
Chapter 10. Attitude
Chapter 11. Personality
Chapter 12. Consumer Research
Chapter 13. Consumer Decision-making
Features
- Discusses in detail the sociological and psychological aspects to explain core concepts of consumer behaviour
- Provides Indian perspective to help readers relate to the choices and actions of consumers
- Includes plenty of exhibits and case studies to explain strategic decisions of marketers based on their understanding of consumer aspirations
- Provides numerous critical thinking questions and project assignments to enhance and hone the marketing skills of the readers
Description
Consumer Behaviour is a comprehensive textbook designed for students of postgraduate management programmes specializing in marketing. It aims to help readers understand and analyse 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.
Read MoreTable of contents
Chapter 1. Understanding Consumer Behaviour
Chapter 2. Social Groups
Chapter 3. Primary Groups: Communities, Neighbourhood, and Family
Chapter 4. Social Class
Chapter 5. Culture
Chapter 6. Demography of India
Chapter 7. Need, Motivation, and Emotion
Chapter 8. Learning and Memory
Chapter 9. Sensation and Perception
Chapter 10. Attitude
Chapter 11. Personality
Chapter 12. Consumer Research
Chapter 13. Consumer Decision-making
