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

Book Weight :0

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

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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