Consumer Behaviour
Price: 1050.00 INR
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ISBN:
9780198062929
Publication date:
27/06/2014
Paperback
588 pages
Price: 1050.00 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
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.
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.
About the author
Rajneesh Krishna is Associate Dean and Professor, Mudra Institute of Communications, Ahmedabad (MICA). He holds a PhD from IIT Bombay and has more than 15 years of experience both in academia as well as the industry. He is a visiting faculty at reputed management institutes such as IIM Ahmedabad, IIM Kozhikode, IIM Kashipur, S.P. Jain Institute of Management and Research, and ICFAI. He has also done a number of consulting projects on marketing research with leading companies such as Asian Paints, Mahindra and Mahindra, Sahara, Rasna, and Proctor and Gamble.
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
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.
About the author
Rajneesh Krishna is Associate Dean and Professor, Mudra Institute of Communications, Ahmedabad (MICA). He holds a PhD from IIT Bombay and has more than 15 years of experience both in academia as well as the industry. He is a visiting faculty at reputed management institutes such as IIM Ahmedabad, IIM Kozhikode, IIM Kashipur, S.P. Jain Institute of Management and Research, and ICFAI. He has also done a number of consulting projects on marketing research with leading companies such as Asian Paints, Mahindra and Mahindra, Sahara, Rasna, and Proctor and Gamble.
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
