Consumer Behaviour

Price: 625.00 INR

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ISBN:

9780199472680

Publication date:

13/06/2017

Paperback

600 pages

276.0x216.0mm

Price: 625.00 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:

9780199472680

Publication date:

13/06/2017

Paperback

600 pages

276.0x216.0mm

First Edition

Sangeeta Sahney

Consumer Behaviour (CB) intended for students of MBA specializing in marketing, undertakes detailed discussions to explain and analyse behaviour of Indian consumers, and strategies used by marketers to deal with them.

Suitable for: Students of MBA specializing in marketing

Rights:  World Rights

First Edition

Sangeeta Sahney

Description

Consumer Behaviour (CB) intended for students of MBA specializing in marketing, undertakes detailed discussions to explain and analyse behaviour of Indian consumers, and strategies used by marketers to deal with them.

The book is divided into 16 chapters. It begins with introducing the subject, market research, market segmentation, and positioning. Following this, the book elaborates on the process of consumer decision making also providing key learnings for a budding marketer to handle situations. Effect of psychological influences such as needs, emotions, memory, personality, perception, imagery and attitude while making a choice before a purchase is well covered. Elaborate discussion on sociological influences on buying behaviour of a consumer including family, social class, lifestyle analysis, opinion leadership have been provided too. The book also includes chapters on integrated marketing communications, models of communication strategy and diffusion of innovation.

Besides students, the book with its application-oriented approach would also be useful to marketing professionals

First Edition

Sangeeta Sahney

Table of contents

  1. Introduction to The Study of Consumer Behaviour
  2. Market Research and Consumer Behaviour
  3. Market Segmentation and Positioning
  4. The Consumer Decision Making Process
  5. Models of Consumers: Models of Consumer Behaviour
  6. Consumer Needs & Motivation, Emotions and Mood, Consumer Involvement
  7. Consumer Learning and Memory
  8. Personality, Self Concept and Self Image
  9. Consumer Perception, Risk and Imagery
  10. Consumer Attitudes
  11. Consumer Communication
  12. Consumer Groups, Reference Groups and Family
  13. Social Class and Mobility, Lifestyle Analysis
  14. Culture, Sub-culture and Cross Culture
  15. Interpersonal Communication and Opinion Leadership
  16. Diffusion of Innovation

First Edition

Sangeeta Sahney

Features

  • Detailed coverage of consumer decision making process, market segmentation and positioning of products as per consumer choices has been provided
  • Chapters include sections on Implication for Marketers that provides an insight/relevance of the topic discussed for young professionals on how to strategize for different situations
  • Chapters begin and end with relevant Indian and Asian cases to enhance and hone the marketing skills of the readers
  • Chapter-end exercises include numerous critical thinking questions along with self-evaluation quiz for practice

Online Resources
For Faculty:
  • Instructors’ Manual
  • PowerPoint Slides
  • MCQs

For Students
  • Additional Reading Material
  • Flashcard Glossary

Description

Consumer Behaviour (CB) intended for students of MBA specializing in marketing, undertakes detailed discussions to explain and analyse behaviour of Indian consumers, and strategies used by marketers to deal with them.

The book is divided into 16 chapters. It begins with introducing the subject, market research, market segmentation, and positioning. Following this, the book elaborates on the process of consumer decision making also providing key learnings for a budding marketer to handle situations. Effect of psychological influences such as needs, emotions, memory, personality, perception, imagery and attitude while making a choice before a purchase is well covered. Elaborate discussion on sociological influences on buying behaviour of a consumer including family, social class, lifestyle analysis, opinion leadership have been provided too. The book also includes chapters on integrated marketing communications, models of communication strategy and diffusion of innovation.

Besides students, the book with its application-oriented approach would also be useful to marketing professionals

Read More

Table of contents

  1. Introduction to The Study of Consumer Behaviour
  2. Market Research and Consumer Behaviour
  3. Market Segmentation and Positioning
  4. The Consumer Decision Making Process
  5. Models of Consumers: Models of Consumer Behaviour
  6. Consumer Needs & Motivation, Emotions and Mood, Consumer Involvement
  7. Consumer Learning and Memory
  8. Personality, Self Concept and Self Image
  9. Consumer Perception, Risk and Imagery
  10. Consumer Attitudes
  11. Consumer Communication
  12. Consumer Groups, Reference Groups and Family
  13. Social Class and Mobility, Lifestyle Analysis
  14. Culture, Sub-culture and Cross Culture
  15. Interpersonal Communication and Opinion Leadership
  16. Diffusion of Innovation

Read More