000			02042 a2200181 4500
008			160719b xxu||||| |||| 00| 0 eng d
020			_a9780198062929
082			_a658.8342
100			_aKrishna, Rajneesh _923181
245			_aConsumer behaviour _cRajneesh Krishna
260			_bOxford University Press _aNew Delhi _c2014
300			_a571 p. _bPaper
505			_aTable of contents Chapter 1. Understanding Consumer Behaviour Chapter 2. Social Groups Chapter 3. Primary Groups: Communities, Neighbourhood, and Family Chapter 4. Social Class Chapter 5. Culture Chapter 6. Demography of India Chapter 7. Need, Motivation, and Emotion Chapter 8. Learning and Memory Chapter 9. Sensation and Perception Chapter 10. Attitude Chapter 11. Personality Chapter 12. Consumer Research Chapter 13. Consumer Decision-making
520			_aConsumer Behaviour is a comprehensive textbook designed for students of postgraduate management programmes specializing in marketing. It aims to help readers understand and analyse the behaviour of Indian consumers and develop winning marketing strategies. The book begins by explaining the foundation and scope of consumer behaviour and explores its linkages with multi-disciplinary social sciences. Following this, the importance of groups, cultures, and demography of India in shaping the mind of an Indian buyer is discussed. The book also explains psychosomatic concepts that impact consumer behaviour such as need, motivation, emotion, perception, memory, attitude, and personality. The book concludes with chapters on consumer research and consumer decision-making processes and models. Inclusion of exhibits and numerous research studies conducted by the author himself will make the book useful for students as well as young marketing professionals in understanding Indian consumers and formulating marketing strategies.
650			_aConsumer Behaviour _923182
942			_2ddc _cBK
999			_c43200 _d43200