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Tags: Consumer Behaviour, Introduction to Consumer Behaviour, Consumer Research, Consumer Motivation, Consumer Learning, learn Consumer Behaviour, Sarmistha Sarma, Sarmistha Sarma books

Consumer Behaviour

Author : Sarmistha Sarma

Consumer Behaviour as an academic discipline is a culmination of a number of subjects, namely, economics, marketing, anthropology, sociology and psychology. Globally, there are a number of researches carried out on consumer behaviour. The growing significance of consumer behaviour has been well accepted in the academic fraternity and the subject is taught in the postgraduate programmes of Master of Business Administration in various universities. The present book has been designed by keeping in mind all the topics incorporated in the consumer behaviour in various universities.

The book provides various marketing insights from contemporary business world. The keywords, cases and the exercises at the end of each chapter will be helpful for the students.

1. Introduction to Consumer Behaviour

2. Consumer Research

3. Market Segmentation

4. Consumer Motivation

5. Personality and Consumer Behaviour

6. Consumer Perception

7. Consumer Learning

8. Attitude

9. Group Influence and Communication Process

10. Social Class

11. Culture and Family

12. Consumer Influence and Diffusion of Innovation

13. Models of Consumer Behaviour

Covers all the important theories from Psychology and Marketing required to learn Consumer Behaviour.
Every chapter contains the following pedagogical aids: Learning Objectives, Summary and Key Terms.
Profusely illustrated with real-world examples which appear as Exhibits in the chapters.
Provides concept review questions, critical thinking questions and case studies appropriately at the end of the chapters.
Lays emphasis on modeling in Consumer Behaviour.

Price : $43

Discount : 20%

Selling Price : $34.4

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