Consumer Behaviour

Consumer Behaviour (Paperback)

By Sangeeta Sahney 
R 513
R 625
Publisher: oxford university press
Edition: Paperback
Edition Number: 1
Language: English
EAN: 9780199472680
No. of Pages: 600
Publish Date: 2017-05-30
Binding: Paperback
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About The Book

Consumer Behaviour (CB) intended for students of MBA specializing in marketing, undertakes detailed discussions to explain and analyse behaviour of Indian consumers, and strategies used by marketers to deal with them.

The book is divided into 16 chapters. It begins with introducing the subject, market research, market segmentation, and positioning. Following this, the book elaborates on the process of consumer decision making also providing key learnings for a budding marketer to handle situations. Effect of psychological influences such as needs, emotions, memory, personality, perception, imagery and attitude while making a choice before a purchase is well covered. Elaborate discussion on sociological influences on buying behaviour of a consumer including family, social class, lifestyle analysis, opinion leadership have been provided too. The book also includes chapters on integrated marketing communications, models of communication strategy and diffusion of innovation.

Besides students, the book with its application-oriented approach would also be useful to marketing professionals

About The Author

Sangeeta Sahney is Associate Professor, Vinod Gupta School of Management, Indian Institute of Technology, Kharagpur.


1. Introduction to The Study of Consumer Behaviour

2. Market Research and Consumer Behaviour

3. Market Segmentation and Positioning

4. The Consumer Decision Making Process

5. Models of Consumers: Models of Consumer Behaviour

6. Consumer Needs & Motivation, Emotions and Mood, Consumer Involvement

7. Consumer Learning and Memory

8. Personality, Self Concept and Self Image

9. Consumer Perception, Risk and Imagery

10. Consumer Attitudes

11. Consumer Communication

12. Consumer Groups, Reference Groups and Family

13. Social Class and Mobility, Lifestyle Analysis

14. Culture, Sub-culture and Cross Culture

15. Interpersonal Communication and Opinion Leadership

16. Diffusion of Innovation


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Title: Consumer Behaviour
Publisher: oxford university press
Author: Sangeeta Sahney
Edition: Paperback
Edition Number: 1
Language: English
EAN: 9780199472680
No. of Pages: 600
Publish Date: 2017-05-30
Binding: Paperback


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