India is being seen as an emerging market by many firms across the world that are interested in investing here and be a part of the growth. The challenge before every marketer is to understand the diversity in the consumption pattern of the Indian market and then come out with suitable product/service offerings. In today’s competitive environment, the buyer is really treated as the King or Queen. He (or she) has never had it this good before. They are being spoilt for choice with having to make a selection from the many me-too offerings. While for the marketer, he has to constantly innovate the product/service offerings to match the changing needs of the target market. Hence, the study of consumer behaviour is very challenging because of the interplay of various disciplines which influence the buying pattern of individuals. This book aims to analyse the diversity in the consumer behaviour by blending both the concepts and applications from this field.
This book edition on “Consumer Behaviour”, is as per the new syllabus prescribed for the B.Com. students of the Bangalore University. The text is precise, easy to understand and made interesting with the usage of many Indian examples. The questions and skill development activity provided at the end of each chapter will help all readers, especially the B.Com. students of the Bangalore University to grasp the concepts and its applications very easily. Further, certain additional ‘Skill Development Exercises’ developed by the Bangalore University have been provided for towards the end of the book.
Unit 1: Introduction
Unit 2: Individual Determinants of Consumer Behaviour
Unit 3: Environmental Determinants of Consumer Behaviour
Unit 4: Consumer’s Decision Making Process
Unit 5: Consumer Satisfaction and Consumerism Skill Development