Consumer Behaviour

Price: 740.00 INR

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ISBN:

9780198095927

Publication date:

17/04/2015

Paperback

728 pages

241.0x184.0mm

Price: 740.00 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:

9780198095927

Publication date:

17/04/2015

Paperback

728 pages

241.0x184.0mm

First Edition

Dinesh Kumar

Suitable for: Consumer Behaviour is a comprehensive textbook designed to meet the requirements of post graduate management students specializing in marketing.

Rights:  World Rights

First Edition

Dinesh Kumar

Description

Consumer Behaviour is a comprehensive textbook designed to meet the requirements of post graduate management students specializing in marketing. While dealing with the consumption choices and behaviour of individuals from socio-cultural and psychological point of view, it also describes contemporary concepts such as online buying behaviour and consumer engagement marketing which promises to change the face of marketing forever.

The book has been divided into 6 parts. Part I, Overview of Consumer Behaviour (CB) gives an outline of the subject including consumer decision making models, consumer analysis, segmentation and strategy. The nature of B2B buying behaviour and its difference from consumer buying behaviour has also been discussed. Part II, Consumer as an Individual is devoted to understanding the effect of personality, motivation, perception, and attitude of an individual on their buying behaviour. Part III, Influences on CB gives an insight into how family, class and culture impact consumption behaviour of customers.

Part IV, Modifying CB discusses innovations and adoption of new ideas by companies for designing marketing communications for their products. Part V, Analysing CB describes the consumer research process and approaches used by companies to build long term loyalties with customers. Part VI, The Modern Consumer talks of the exploding social media usage in which the power of brands is shifting from companies to consumers. Ethics and CSR policies used by marketing organizations have also been covered.

Owing to the inclusion of numerous real life examples and discussion of the changing nature of CB, the book would also be an interesting read for young professionals in this field.

First Edition

Dinesh Kumar

Table of contents

Part 1: Overview of Consumer Behaviour
Chapter 1: Introduction to Consumer Behaviour
Chapter 2: Consumer Analysis, Segmentation, & Strategy
Chapter 3: Consumer Decision Making Models
Chapter 4: B2B Buying Behaviour

Part 2: The Consumer as an Individual
Chapter 5: Personality and the Consumer
Chapter 6: Consumer Motivation
Chapter 7: Consumer Perception
Chapter 8: Consumer Learning
Chapter 9: Consumer Attitudes and Change

Part 3: Influences on Consumer Behaviour
Chapter 10: Family and Social Class
Chapter 11: Culture and Consumer Behaviour

Part 4: Modifying Consumer Behaviour
Chapter 12: Consumer Influence and Diffusion of Innovation
Chapter 13: Communications and Consumer Behaviour

Part 5: Analysing Consumer Behaviour
Chapter 14: Consumer Research
Chapter 15: Consumption and Post Purchase Behaviour

Part 6: The Modern Consumer
Chapter 16: Online Buying Behaviour
Chapter 17: Consumer Engagement and Equity
Chapter 18: Ethics and Social Responsibility

First Edition

Dinesh Kumar

Features

  • Capturing the essence of issues faced by marketers in different national and global companies are sections on Marketing, Global, research and Ethical Insights
  • Chapters open and end with case studies on big brands such as Shoppers Stop, L'Oreal, Woodlands, Tommy Hilfiger to explain strategic decisions of marketers based on their understanding of consumer aspirations
  • Small and large research ideas have been presented in "CB in Action" boxes to stimulate students to think of solutions to real life problems
  • Key terms with definitions have been provided to serve as a quick review guide of important topics covered in the chapter
  • Online Resources
  • For Faculty
  • PowerPoint Presentations
  • Instructor's Manuals
  • For Students
  • Flash cards
  • Multiple Choice Questions

Description

Consumer Behaviour is a comprehensive textbook designed to meet the requirements of post graduate management students specializing in marketing. While dealing with the consumption choices and behaviour of individuals from socio-cultural and psychological point of view, it also describes contemporary concepts such as online buying behaviour and consumer engagement marketing which promises to change the face of marketing forever.

The book has been divided into 6 parts. Part I, Overview of Consumer Behaviour (CB) gives an outline of the subject including consumer decision making models, consumer analysis, segmentation and strategy. The nature of B2B buying behaviour and its difference from consumer buying behaviour has also been discussed. Part II, Consumer as an Individual is devoted to understanding the effect of personality, motivation, perception, and attitude of an individual on their buying behaviour. Part III, Influences on CB gives an insight into how family, class and culture impact consumption behaviour of customers.

Part IV, Modifying CB discusses innovations and adoption of new ideas by companies for designing marketing communications for their products. Part V, Analysing CB describes the consumer research process and approaches used by companies to build long term loyalties with customers. Part VI, The Modern Consumer talks of the exploding social media usage in which the power of brands is shifting from companies to consumers. Ethics and CSR policies used by marketing organizations have also been covered.

Owing to the inclusion of numerous real life examples and discussion of the changing nature of CB, the book would also be an interesting read for young professionals in this field.

Read More

Table of contents

Part 1: Overview of Consumer Behaviour
Chapter 1: Introduction to Consumer Behaviour
Chapter 2: Consumer Analysis, Segmentation, & Strategy
Chapter 3: Consumer Decision Making Models
Chapter 4: B2B Buying Behaviour

Part 2: The Consumer as an Individual
Chapter 5: Personality and the Consumer
Chapter 6: Consumer Motivation
Chapter 7: Consumer Perception
Chapter 8: Consumer Learning
Chapter 9: Consumer Attitudes and Change

Part 3: Influences on Consumer Behaviour
Chapter 10: Family and Social Class
Chapter 11: Culture and Consumer Behaviour

Part 4: Modifying Consumer Behaviour
Chapter 12: Consumer Influence and Diffusion of Innovation
Chapter 13: Communications and Consumer Behaviour

Part 5: Analysing Consumer Behaviour
Chapter 14: Consumer Research
Chapter 15: Consumption and Post Purchase Behaviour

Part 6: The Modern Consumer
Chapter 16: Online Buying Behaviour
Chapter 17: Consumer Engagement and Equity
Chapter 18: Ethics and Social Responsibility

Read More