Consumer Behaviour (A Practical Orientation)

ISBN Number : 978-93-5142-861-9

Student Price : Rs.425

Student Dollar Price : 17$

Library Price : Rs.950

Library Dollar Price : 38$

Book Edition : First

Year of Publication : 2017

No. Of Pages : 384

Book Weight :538

About The Book

The study of consumer behaviour is a very vital part of marketing management. The marketers may be correct in their value selection for their offers only if they correctly understand the buyers in terms of buyers` motives, habits and buying process as a whole. Thus, no market can move and grow without understanding the behaviour of the consumers.

This is a comprehensive book on consumer behaviour with practical orientation which consists of Introduction to Consumer Behaviour, Market Segmentation, Motivation, Personality, Perception, Learning Attitude, Persuasive Communication, Social Class and Consumer Behaviour, Culture and Subculture-Major Focus on Indian Perspective, Consumer Protection, and Consumer Research and Audit.

Key Features
- Covers all the relevant topics as per the full syllabi of most Indian Universities
- Emphasis on the concepts of the Subject
- Suitable illustrations relevant to topics
- Cases given to develop better understanding of applications

The book presents the material in a simple and lucid manner.


Contents :

1. Introduction to Consumer Behaviour
2. Market Segmentation
3. Motivation
4. Personality
5. Perception
6. Learning
7. Attitude
8. Persuasive Communication
9. Social Class and Consumer Behaviour
10. Culture and Subculture-Major Focus on Indian Perspective
11. Consumer Protection
12. Consumer Research and Audit
Question Bank

About The Author

Dr. R. K. Ghai is presently serving as campus Director at SAM Group of Institutions, Bhopal and has worked with different leading management institutes in Uttar Pradesh, Madhya Pradesh, Chhattisgarh, New Delhi and Punjab. He is accredited by all India Management Association (CMS), New Delhi, and has 20 years of experience. His areas of interest are Marketing Management and Human Resource Management. Dr. Ghai has obtained Masters in Business Administration, M.L.M., M.Phil. and Ph.D. in Management with eminence from NAAC accredited universities and trained at IIM, XLRI, MDI and NHRDN. He has done valuable projects with renowned organisations and undergone a wide range of management development programmes organised by benchmarked management institutes across the country. He has conducted workshops on management related subjects in corporate and academic world. He has authored many research papers in leading journals, has authored four management books and attended many national conferences and seminars. He has been associated with different Indian universities as an expert in the stream of management.

Prof. Gurpartap Singh is an M.B.A. from Guru Nanak Dev University, Amritsar, with first position in the University. Presently, working as an Associate Professor with Gian Jyoti Institute of Management and Technology, Mohali (Punjab), he also holds B.Sc. and M.Sc. (Hons.) in Economics degrees. Specializing in Marketing Management in MBA, he has twenty seven years experience, including nine years in academics and eighteen years in industry, in Marketing, Sales and Administration. He has worked in industries like Wireless Communication / Telephones, Building Materials, Retail Automation, Mineral Water and related accessories, Hospital and Laboratory Equipment, Office Automation and Courier and Cargo Services.

In academics, he has taught subjects like Consumer Behaviour, Managerial Economics, International Marketing, Services Marketing, Production and Operations Management, Organizational Behaviour, Management Information Systems, Advertising and Sales Management, and Strategic Management. Presently pursuing his Ph.D. from Punjabi University, Patiala, he has published papers in leading national and international journals. He has a co-edited book on `Innovative Marketing Strategies` to his credit. He has also been the Editor of an online journal, Biz and Bytes, and is currently the editor of Gian Jyoti E-Journal.

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