Consumer behaviour : text and cases /

Gupta, S L.

Consumer behaviour : text and cases / By S L Gupta and Sumitra Pal. - 1st ed. - New Delhi : Sultan Chand & Sons , 2023. - xiii,612p. ; PB 24.6 cm

This book provides insight into the consumer behaviour with focus on Indian environment.
The contents will enable the marketers to apply the concepts to real time marketing.



Contents :

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 Behaviour as a Decision Process
Maintaining Customer Satisfaction
Consumerism and Public Policy Issues
Organisational Buyer Behaviour
Appendices
Glossary

9788180548604


Consumer research
The process of learning and memory
Organisational buyer behaviour

658.8342 / GUPS