Book

Description

Consumer Behavior makes the learning associated with the mind experiential as it combines both the rational and the emotional parts of the brain. The realities and complexities of the Indian context make the study of consumer behavior an experiential reading. This edition of the book captures the behavioral nuances of the Indian marketing scenario with its unique cultural moorings, contemporary lifestyles, the vibrant side of mass marketing, the inroads of digitalization and the wide variety of contexts that are specific to these markets. This book includes basics of consumer behavior, factors affecting consumer behavior, basic models of consumer behavior , consumer and industrial buying behavior and relation of consumer behavior with perception, attitude, learning, personality, self concept.