Consumer Behaviour and Marketing Communication

ISBN Number : 978-93-5024-630-6

Student Price : Rs.510

Student Dollar Price : 20$

Book Edition : First

Year of Publication : 2017

Book Weight :894

About The Book

This Textbook is written exclusively for students pursuing MBA, where, `Consumer Behaviour and Marketing Communication` is offered as a subject (UPTU course).

This textbook is a modest attempt to help MBA students (under the UPTU course) develop an understanding about all the facets which go into the complex buying behavior displayed by the consumers at the marketplace . this book is as per the prescribed University syllabus.

The material used in the book is obtained from various secondary sources such as books, periodicals ,journals, etc. Considerable efforts have been put to ensure that the material presented in the book is in a style that is simple to understand,readable and interesting to help students get an easy grasp of the matter whenever possible, the subject matter has been supported by Indian examples Every chapter ends with a "Summary" and `chapter questions for Discussion`.The Activity mentioned towards the end of each chapter will help students to have a practical view of the topic discussed.


Book Content of Consumer Behaviour and Marketing Communication

Unit-I: Introduction
1. Introduction to Consumer Behaviour
2. Understanding Consumer and market segments
3. Cultuure and Sub-Cultural Influence on Consumer Behaviour
4. Social Class Influences
5. Reference Group and Family Influence
6. Personal Influence and Diffusion of Innovations
Unit-II: Individual Determinants of Consumer Behaviour
7. Motivation, Personality and Self Concept
8. Consumer Learning, Perception, Attitude Formation and Change
9. Consumer Decision-Making Process
10. Consumer Behaviour Models
11. Consumerism
12. Organisational Buying Behaviour
Unit-III: Communication
13. Communication-Concept

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.

Prof. (Dr.) Niraj Kumar (b. 1952) is Former Director & Head, Department of Business Administration, Lucknow University. Lucknow. He is ADVISOR / CONSULTANT / DIRECTOR to Columbia Holistic University. California, USA. Price Waterhouse Cooper. U.S.A. Interactive Media International, Louisiana, U.S.A., Best Model Talent. Las Vegas, U.S.A. Amigo Trading & Supplies Co. Ltd. Hong Kong, Best House. Bangkok, Thailand. He holds a doctorate in Business Administration besides holding a Postgraduation Degree in Medicine and Law Degree. He was an U.G.C. Research Fellow and was also on the teaching faculty of Banaras Hindu University in the areas of Commerce and Management Studies.

Dr. Niraj Kumar to his credit has 76 Books, 92 Research Papers / Academic Lectures. More than 250 General Articles beside a large number of Radio Talks, 7 Project Reports. He has guided more than 2600 Projects / Case Studies.

Book Reviews

Login Form