Consumer Behaviour-2nd

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Excel Books India, 2009 - Consumer behavior - 544 pages
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We are all consumers living in a society. The most important concern for marketers is to influence consumer behaviour in a desired manner. This book attempts to answer the big question, "Why do people behave the way they do as consumers of all sorts of goods and services?" This focus of this book is to acquaint management students with a managerial understanding and insight of our behaviour as consumers. Students, who aspire to become marketing managers, brand managers, sales managers, or want to take up a career in advertising etc., need to acquire the knowledge and skills which would be critically useful to them in these careers. The text is comprehensive with relatively recent research inputs from scholars describing various behavioural concepts and theories that are believed to be fundamentally useful for developing an understanding of consumer behaviour. Wherever possible, to clarify the concepts, it has been endeavoured to use Indian examples to make it more relevant to Indian conditions and easier for students to understand. In this new edition, all the topics have been revised, and some moderately updated, with more recent or relevant material on the subject to make the text richer and more useful. Overall, the book would be quite useful and will meet the requirements of students pursuing management studies and specializing in marketing.
 

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Contents

PART
1
Consumer Research
13
Market Segmentation and Positioning Concepts
29
Sunder Singh
53
WishnShop
59
Consumer Motivation
69
Consumer Personality
87
Consumer Perception
107
Innovations and the Diffusion Process
335
Galaxy Appliances Ltd
353
Emotions and Paradoxes of Technology
360
Understanding Women
366
Consumer Decision Process
371
Consumer Decision ModelsNicosia HowardSheth and EKB
373
Information Search
380
Consumer Decision ProcessSituational Influences
381

Consumer Learning Memory Involvement
131
Positioning Concepts
164
Consumer Attitudes
167
34588
174
60
180
Attitude Change Strategies
187
Marketing Communications Process
197
Motivations for Watching Television
231
PART 2
233
Tattoos and Extended Self
238
PART 3
245
Consumer and Cultural Influences
247
Social Class Influences and Consumer Behaviour
283
Projects
292
Group Influences and Consumer Behaviour
293
Nature of Reference Groups
299
Household Decisionmaking
311
Communications within Group and Opinion Leadership
327
Consumer Decision ProcessProblem Recognition
395
Consumer Decision Process Information Search
409
Nature of Information Search
410
CostBenefit View of External Search
418
Communications within Group
426
Consumer Decision Process Evaluation of Alternatives and Selection
429
Consumer Decision Process Outlet Selection and Purchase
447
Consumer Decision Process Postpurchase Action
461
Gifts and Relationships
475
Camp Prefin Ltd
482
Impact of Retail Promotions on Consumers
488
Organisational Buyer Behaviour
493
Selection and Purchase
503
Case 5 1 Satyam Plastics
509
Bibliography
525
Index
541
Consumer Motivation
544
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