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Consumer Behaviour in Indian Perspective (2nd Revised Edition) / Nair, Suja R.
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Consumer Behaviour in Indian Perspective (2nd Revised Edition)
Nair, Suja R.
 
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List Price : US$ 64.74
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  Book ID : 6853
  ISBN-10 : 93-5097-499-1 / 9350974991
  ISBN-13 : 978-93-5097-499-5 / 9789350974995
  Place of Publication : Delhi
  Year of Publication : 2015
  Edition : (Second Revised Edition)
  Language : English
  632p., 25 cm.
   
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 CONTENTS
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CONTENTS:-
1. An Introduction to Consumer Behaviour.
2. Consumer Modelling.
3. Consumer Perception.
4. Consumer – Learning.
5. Personality and Lifestyle Influences.
6. Attitude and Behaviour.
7. Motivation.
8. Demographics, Social Class and Culture.
9. Reference Group Influences.
10. Consumer Decision-making.
11. Diffusion of Innovations and Opinion Leadership.
12. Consumer Satisfaction.
13. Relationship Marketing.
14. Consumerism.
15. Market Segmentation.
16. Organisational Buying Behaviour.
17. Online Consumer Behaviour.
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 DESCRIPTION
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In the past few years, Indian marketers had to deal with turbulent market conditions. On one side, the recession in the developed economies affected and its impact felt on the Indian markets. And on the other side, the marketers had to face stagnating volumes with parity in product brand offerings at the marketplace.

Through the second editions on 'Consumer Behaviour in Indian Perspective', the author has attempted to give in the hands of students pursuing MBA and other Postgraduate courses a text book which will help them to understand the various facets of consumer behaviour. The textbook has been prepared keeping in mind the diversity in Indian consumer's tastes and preferences and how this can affect their buying behaviour.

KEY FEATURES:
- Each chapter commences with a real case study and concludes with another case study.
- The subject matter in the text has been supported by real Indian examples to facilitate easy understanding of the same.
- Every chapter is inclusive of a 'Summary' as well as 'Questions for discussion', all relevant to the topics discussed therein.
- To facilitate additional reading a separate list titled, 'Suggested Readings' has been given at the end of each chapter.
- Owing to the popularity of e-transactions, a new chapter on 'Online Consumer Behaviour' has also been included in this text book.

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