000			03297 a2200181 4500
008			151013b xxu||||| |||| 00| 0 eng d
020			_a9780198095927
082			_a658.8342
100			_aDinesh Kumar _919263
245			_aConsumer Behaviour : _bincludes online buying trends _cDinesh Kumar
260			_bOxford Unversity Press _c2015 _aNew Delhi
300			_axvi, 706 p. _bPaper
505			_aPart 1: Overview of Consumer Behaviour Chapter 1: Introduction to Consumer Behaviour Chapter 2: Consumer Analysis, Segmentation, & Strategy Chapter 3: Consumer Decision Making Models Chapter 4: B2B Buying Behaviour Part 2: The Consumer as an Individual Chapter 5: Personality and the Consumer Chapter 6: Consumer Motivation Chapter 7: Consumer Perception Chapter 8: Consumer Learning Chapter 9: Consumer Attitudes and Change Part 3: Influences on Consumer Behaviour Chapter 10: Family and Social Class Chapter 11: Culture and Consumer Behaviour Part 4: Modifying Consumer Behaviour Chapter 12: Consumer Influence and Diffusion of Innovation Chapter 13: Communications and Consumer Behaviour Part 5: Analysing Consumer Behaviour Chapter 14: Consumer Research Chapter 15: Consumption and Post Purchase Behaviour Part 6: The Modern Consumer Chapter 16: Online Buying Behaviour Chapter 17: Consumer Engagement and Equity Chapter 18: Ethics and Social Responsibility
520			_aConsumer Behaviour is a comprehensive textbook designed to meet the requirements of post graduate management students specializing in marketing. While dealing with the consumption choices and behaviour of individuals from socio-cultural and psychological point of view, it also describes contemporary concepts such as online buying behaviour and consumer engagement marketing which promises to change the face of marketing forever. The book has been divided into 6 parts. Part I, Overview of Consumer Behaviour (CB) gives an outline of the subject including consumer decision making models, consumer analysis, segmentation and strategy. The nature of B2B buying behaviour and its difference from consumer buying behaviour has also been discussed. Part II, Consumer as an Individual is devoted to understanding the effect of personality, motivation, perception, and attitude of an individual on their buying behaviour. Part III, Influences on CB gives an insight into how family, class and culture impact consumption behaviour of customers. Part IV, Modifying CB discusses innovations and adoption of new ideas by companies for designing marketing communications for their products. Part V, Analysing CB describes the consumer research process and approaches used by companies to build long term loyalties with customers. Part VI, The Modern Consumer talks of the exploding social media usage in which the power of brands is shifting from companies to consumers. Ethics and CSR policies used by marketing organizations have also been covered. Owing to the inclusion of numerous real life examples and discussion of the changing nature of CB, the book would also be an interesting read for young professionals in this field.
650			_aConsumer behaviour _919264
942			_2ddc _cBK
999			_c40645 _d40645