Consumer Behaviour (Text and Cases)

ISBN Number : 978-93-5202-567-1

Student Price : Rs.398

Student Dollar Price : 16$

Library Price : Rs.695

Library Dollar Price : 28$

Book Edition : First

Year of Publication : 2023

No. Of Pages : 320

Book Weight :316

About The Book

This book is intended to serve as a text book on 'Consumer Behavior' for the students of graduate and post graduate management courses, conducted by the various Universities and Institute of Management in India. This book is an attempt by the author to offer a comprehensive book on Consumer Behaviour, with materials drawn from various books and magazines. The book is divided into eight chapters. The first chapter explains the meaning of consumer behaviour and the role of consumer in marketing, keeping in mind the interdisciplinary dimensions of buyer behavior. There is also a brief mention of the nature and characteristics of the Indian consumers.


Contents :

1. The Role of Consumer Behavior in Marketing
2. Consumer Decision Making Process
3. Social Class - Social Stratification
4. Group Dynamics / Group Influence and Consumer Behaviour
5. Diffusion of Innovations
6. Organising Buying Behaviour
7. Industrial / Organisation Buying Behaviour
8. Consumer & Market Segmentation
A. Glossary
B. Select Bibliography

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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