Consumer Behaviour

Price: 750.00 INR

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ISBN:

9780198062929

Publication date:

27/06/2014

Paperback

588 pages

241.0x184.0mm

Price: 750.00 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

First Edition

Rajneesh Krishna

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

First Edition

Rajneesh Krishna

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.

First Edition

Rajneesh Krishna

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

First Edition

Rajneesh Krishna

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 More

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

Read More