Consumer Behaviour in Indian Perspective

ISBN Number : 978-93-5097-499-5

Student Price : Rs.725

Student Dollar Price : 29$

Library Price : Rs.1250

Library Dollar Price : 50$

Book Edition : Second

Year of Publication : 2020

No. Of Pages : 632

Book Weight :1138

About The Book

In the past few years, Indian marketers had to deal with turbulent market conditions. On one side, the recession in the developed economies affected and its impact felt on the Indian markets. And on the other side, the marketers had to face stagnating volumes with parity in product brand offerings at the marketplace.

Through the second editions on 'Consumer Behaviour in Indian Perspective', the author has attempted to give in the hands of students pursuing MBA and other Postgraduate courses a text book which will help them to understand the various facets of consumer behaviour. The textbook has been prepared keeping in mind the diversity in Indian consumer`s tastes and preferences and how this can affect their buying behaviour.

Key Features:
- Each chapter commences with a real case study and concludes with another case study.
- The subject matter in the text has been supported by real Indian examples to facilitate easy understanding of the same.
- Every chapter is inclusive of a `Summary` as well as `Questions for discussion`, all relevant to the topics discussed therein.
- To facilitate additional reading a separate list titled, `Suggested Readings` has been given at the end of each chapter.
- Owing to the popularity of e-transactions, a new chapter on `Online Consumer Behaviour` has also been included in this text book.

 

Contents :

PART I: INTRODUCTION AND OVER-VIEW TO THE STUDY OF CONSUMER BEHAVIOUR
1. An Introduction to Consumer Behaviour
2. Consumer Modelling
PART II: INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOUR
3. Consumer Perception
4. Consumer - Learning
5. Personality and Lifestyle Influences
6. Attitudes and Behaviour
7. Motivation
PART III: SOCIAL PROCESSES
8. Demographics, Social Class and Culture
9. Reference Group Influences
PART IV: CONSUMER DECISION MAKING, AFTER SALES ISSUES and Related Issues
10. Consumer Decision Making
11. Diffusion of Innovations and Opinion Leadership
12. Consumer Satisfaction
13. Relationship Marketing
PART V: ETHICS AND APPLICATION
14. Consumerism
15. Market Segmentation
PAET VI: ORGANISATIONAL AND ONLINE BEHAVIOUR
16. Organisational Buying Behaviour
17. Online Consumer Behaviour

About The Author

Dr. Suja R. Nair holds B.A. (Hons.), MBA and Ph.D. Degrees, and is a self-motivated professional with a work experience that spans over 27 years combining Corporate, Academics and Research. Currently, she is an Independent Researcher, and also handles Strategic Marketing as a Co-entrepreneur at Educe Micro Research, Bengaluru, India. Earlier, she had been a Practicing Manager in the corporate sector. But it is her passion for teaching that drew her to academics, and got her working as a Management Faculty at few academic institutions in Bengaluru. During the course of her teaching, she developed an interest in writing and embarked onto the journey of research and authorship with her first book entitled "Consumer Behaviour - Text and Cases", published by the Himalaya Publishing House (HPH), Mumbai in 1999. Subsequently, many more books were published by HPH, broadly in areas of Retail Management, Consumer Behaviour, Marketing Research and Organisational Behaviour, which are widely read and recommended by leading universities / institutes in India.

She also has to her credit many articles published in top-tier International Journals and Handbooks of Research publications like IGI Global, Elsevier, Emerald and Inderscience Publishers. She is the Editor of Handbook of Research on Ethics, Entrepreneurship and Governance in Higher Education, and International Journal of Big Data Management, and on the Editorial board of IAFOR Journal of Education. She is an Honorary Rosalind Member of London Journals Press. In 2021, she was awarded "Woman of Excellence Award" by the Indian Achievers Forum in the category of Independent Researcher and Author at the National Amanirbhar Bharat E-Summit.

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