Consumer Behaviour

About this book

Consumer Behavior is the text that set the standard for consumer behavior study. The book explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies. The tenth edition captures the impact of new media on consumer behavior and focuses on the marketers ability to learn more about customers purchases in order to implement a strategy with greater precision. In this edition, Professor Ramesh Kumar has added extensive cases, discussions, and examples relevant to Indian consumers and markets, creating a global perspective and making this pioneering textbook even more interesting to Indian students.
Salient Features
End-of-chapter cases�Case studies appear at the end of every chapter. These show students the real-life application of the concepts just covered so that they can understand how real companies use consumer behavior to create marketing strategies.
Coverage of new media�Consumers today are increasingly impacted by the growing influence of new media. The tenth edition addresses this influence by providing students with new and extensive coverage of the use of new media in creating more effective targeting strategies.
Focus on global coverage�Discussions and examples appear throughout the text, demonstrating the importance of cultural differences in both domestic and multinational marketing.
Detailed coverage of Indian markets�Since consumer behavior is often culture-specific, the peculiarities of Indian culture and values that affect marketing strategies, as well as the nature of Indian markets, have been discussed in depth. Marketing strategies of many Indian brands over the decades have been discussed as examples and cases.#Part I: Introduction
Consumer Behavior: Meeting Changes and Challenges
The Consumer Research Process
Market Segmentation and Strategic Targeting
Part II: The Consumer as an Individual
Consumer Motivation
Personality and Consumer Behavior
Consumer Perception
Consumer Learning
Consumer Attitude Formation and Change
Communication and Consumer Behavior
Part III: Consumers in their Social and Cultural Settings
The Family and Social Class
Influence of Culture on Consumer Behavior
Cross-Cultural Consumer Behavior: An International Perspective
Part IV: The Consumers Decision-Making Process and Ethical Dimensions
Consumers and the Diffusion of Innovations
Consumer Decision Making and Beyond
Marketing Ethics and Social Responsibility#top