TY  - GEN
AU  - Gupta, S.L; Pal, Sumitra
TI  - Consumer behaviour: an Indian perspective: Text & cases
SN  - 81-7014-795-6
U1  - 658.834/Gup/Pal/8889G 
PY  - 2001///
CY  - New Delhi
PB  - Sultan Chand & Sons
KW  - Consumer behaviour
N1  - Understanding Consumer Behaviour
Consumer Research
Market Segmentation
Consumer Needs and Motivation
Consumer Personality
Consumer Perception
The Process of Learning an Consumer Behaviour
The Nature of Consumer Attitudes
Models of Consumer Behaviour
Group Dynamics and Consumer Reference Groups
Communication, Advertising and Consumer Buying Behaviour
The Family and Life Style Marketing
Social Class and Consumer Behaviour
Culture, Sub-Culture and Cross Culture
The Process of Innovations and Diffusion of Innovation
Consumer Behaviour as a Decision Process Maintaining Consumer Satisfaction
Consumerism and Public Policy Issues, Organisational Buyer Behaviour
Case Study–Appendices
Glossary
N2  - This book provides insight into the consumer behaviour with focus on Indian environment.
The contents will enable the marketers to apply the concepts to real time marketing

ER  -