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Commentary on Consumer Behaviour (3rd Edition) / Chunawalla, S.A.
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Commentary on Consumer Behaviour (3rd Edition)
Chunawalla, S.A.
 
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List Price : US$ 59.38
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  Book ID : 10189
  ISBN-10 : 81-8488-757-4 / 8184887574
  ISBN-13 : 978-81-8488-757-0 / 9788184887570
  Place of Publication : Delhi
  Year of Publication : 2012
  Edition : (Third Edition)
  Language : English
  282p., 25 cm. (Millennium Edition pub. in 2000) (Second Revised Edition pub. in 2004)
   
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 CONTENTS
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CONTENTS:-
1. Nature and Scope of Consumer Behaviour.
2. Consumer Research.
3. Market Segmentation.
4. Learning to Consume.
5. Consumer Perception.
6. Consumer Motivation.
7. Personality and Consumer Behaviour.
8. The Nature of Consumer Attitudes.
9. Communication and Persuasion.
10. Group Influences and Consumer Reference Groups.
11. The Family.
12. Social Class and Consumer Behaviour.
13. The Influence of Culture on Consumer Behaviour.
14. Opinion Leaders and Personal Influence.
15. Diffusion and Adoption of New Products.
16. Consumer Decision Making.
17. Consumer Protection in India.
18. Case Studies.

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 DESCRIPTION
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Mostly in an organization, hard skills are valued more e.g. engineering skills, financial expertise, quantitative techniques etc. Soft skills like communication skills, human relations, and psychological basis, of human-consumer behaviour are considered pass?. Of late, there is a paradigm shift in this thinking. Post-Hawthorne experiments, the significance of the human factor emerged as never before. In marketing too, apart from the glamourous topics of product-brand management and advertising, the top management understood the consumer behaviour. In fact, it facilitates organizational and marketing planning including advertising and product planning.

As new research concepts in this area were developed, it was felt that there is a need to revise the complete text. In this revised enriched form, the book will serve the needs of students better.

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