Consumer Behaviour

ISBN Number : 978-93-5097-051-5

Student Price : Rs.275

Student Dollar Price : 11$

Book Edition : First

Year of Publication : 2012

No. Of Pages : 272

About The Book

This book is written specifically for students pursuing the subject of Consumer Behaviour, at the postgraduate level (MBA) at Jawaharlal Nehru Technical University, Hyderabad. Efforts have been made to blend both concepts and applications from the field of consumer behaviour.

This book can be used as a textbook for consumer behaviour and is as per the syllabus prescribed by the Jawaharlal Nehru Technical University, Hyderabad. Students may find this textbook interesting since considerable efforts have been made to present the material clearly and in a style which is simple, easily readable and motivating. Language in the entire text is presented in a simple language, concepts supported by real examples (where-ever possible), figures, tables and attractive sketches. The entire textbook is divided into five units comprising of 13 chapters in total. Each chapter begins with learning objectives, then continues with Structure, Introduction, Subject matter and concludes with Summary so as to reinforce the major points. The `Chapter Questions` provided for at the end of each chapter is to enable students to test themselves with regards to the concepts discussed therein and get a practical know-how of the same by carrying out the `Activity mentioned`.

Book Content of Consumer Behaviour
UNIT − 1
  1. Introduction to Consumer Behaviour
  2. Understanding Consumers and Market Segments
  3. Consumer Motivation
  4. Consumer Perception
  5. Consumer Personality and Memory (Information Processing)
  6. Attitude Formation and Change

    UNIT − 2
  7. Social and Cultural Environment
  8. Reference Group and Family Influence

    UNIT − 3
  9. Communication and Consumer Behaviour
  10. Diffusion of Innovations
  11. Models of Buyer Behaviour

    UNIT − 4
  12. Consumer Decision Making Process

    UNIT − 5
  13. Consumerism

About The Author

Suja R. Nair is a B.A. (Hons.) and also holds a Masters Degree (MBA) in Business Management. She is a Strategic Marketing Consultant to Educe Micro Research, Bangalore. Prior to this, she had been working as a practicing-manager (with the corporate sector) and as a Management faculty at various academic institutions in Bangalore. She has also been an author with the Himalaya Publishing House Pvt. Ltd., Mumbai, India, since 1999 and written text books on Marketing Research, Consumer Behaviour, Retail Management and Organisational Behaviour.

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