CONSUMER BEHAVIOUR : INSIGHTS FROM INDIAN MARKET
By: Ramanuj Majumdar
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Divided into six parts, Part I of the text shows the importance of understanding consumer behaviour; Part II highlights different aspects of consumer psychology and covers such topics as consumer motivation, consumer perception, and consumer personality. Part III demonstrates how consumers behave in their social and cultural settings, the effect of personal factors, and the influence of reference groups on consumer behaviour. Part IV dealing with consumer decision making describes the various stages involved in brand choice, the post-purchase behaviour and, importantly, the six well-established models proposed by scholars on consumer behaviour. Part V analyzes the diversity of the Indian market and about the emerging patterns of consumer behaviour.
The concluding part--Part VI--gives seven live case studies that dwell on brand building and showcases some successful brands marketed in India.
Key Features :
• The book is a harmonious blend of theory and practice.
• Each chapter contains numerous examples of marketing practices in India.
• Demonstrates the diversity of the Indian market.
• Contains a CD with power point presentations (PPTs).
For the wide spectrum of readers--the students of management, the marketers and the practising managers--reading this book should be a very valuable and rewarding experience. They would treasure the book for its incisive insights on the Indian market and the wealth of illustrative examples and concepts it offers.
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