Consumer Behaviour

ISBN Number : 978-93-5142-552-6

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Student Price : Rs.275 
Student Dollar Price : 11$
Book Edition : First
Year of Publication : 2014
No. Of Pages : 320
Book Weight :0

ABOUT THE BOOK

About the Book

A well acknowledged fact by consumer researchers and practitioners of Marketing is the diversity
observed in consumer behaviour. The purpose of this book is to give in the hands of the readers a
text on Consumer Behaviour’ made interesting and understandable with explanations on the various
aspects of the consumer written in a simple and lucid manner. This is supported with many “Real-
Indian” examples.
This book is comprehensive in scope and divided into eight chapters covering the various facets of
consumer behaviour. The book starts with highlighting the role of consumer behaviour in marketing.
The next five chapters provide readers with a detailed overview of the consumers’ behaviour
processes, namely a discussion on the various theories, models and factors of consumer behaviour,
the social and cultural dimensions of consumer behaviour, group influences, the diffusion of
innovations and on how to organise consumer behaviour. Chapter seven provides a comprehensive
view on organizations as consumers. The concluding chapter in the book has been devoted to a
detailed discussion on market segmentation.
To facilitate better understanding of the chapter coverage, towards the end of each chapter is
included one or two hypothetical cases relevant to the topics discussed in that chapter.
 
Contents :
1. The role of consumer behavior in marketing
1. Meaning & definition of consumer behaviour
2. Interdisciplinary dimensions of consumer behavior
3. Various perspectives on the study of consumer behaviour
4. Nature and characteristics of Indian consumer
5. Conclusion
6. Summary
7. Discussion Questions
8. Suggested Reading
9. Cases
2. Consumer decision making process
1. Introduction
2. Determinants or factors influencing consumer behaviour 
3. Models of consumer behaviour
4. Theories of consumer behaviour
5. Conclusion
6. Summary
7. Discussion question
8. Suggested Readings
9. Cases
3. Social class-Social stratification
1. Definition and meaning of social stratification
2. Factors responsible for social stratification
3. Characteristics feature of social classes
4. Social influence on consumer behaviour
5. Culture - definition and meaning
6. Subculture
7. Cross cultural marketing analysis
8. Conclusion
9. Summary
10. Discussion Questions
11. Suggested Readings
12. Cases
4. Group Dynamics / Group influence and consumer behaviour
1. Group (definition and meaning)
2. Reasons for formation of groups
3. Advantages and Disadvantages of groups
4. Types of groups relevant to consumer behaviour
5. Consumer action group & consumerism
6. Reference group
7. Factors which play role in reference group influences
8. Reference group and consumer conformity to the group
9. Benefits of reference group appeal
10. Conclusion
11. Summary
12. Discussion Questions
13. Suggested Readings
14. Cases
5. Diffusion of Innovations
1. Diffusion of innovation(meaning and definition)
2. Diffusion process
3. Nature and extent of newness of products
4. Significance of new product development & New product buyer decision process
5. Buying decision processes towords new products
6. Individual differences in innovativeness
7. Influence of product characterstics on the rate adoption or diffusion
8. Brand loyalti
9. Conclusion
10. Summary
11. Discussion Questions
12. Suggested Readings
13. Cases
6. Organising buying behaviour
1. Buying motives
2. Buyers decision making process
3. Buyer behaviour and promotional strategy implications
4. Customer satisfaction
5. Summary
6. Discussion Questions
7. Suggested Readings
8. Cases
7. Industrial / Organisation Buying behaviour
1. Organisational buying (meaning and definition)
2. Participants in industrial marketing
3. Characteristics of industrial markets
4. Buying decision involved in Industrial buying process
5. Factors influencing industrial buying process
6. Stages of Industrial buying process
7. Reseller market
8. Government market
9. Conclusion
10. Summary
11. Discussion Questions
12. Suggested Readings
13. Cases
8. Consumer & Market Segmentation
1. Market Segmentation(Meaning and definition)
2. Why do firms go for segmenting Markets ?
3. Criteria for selecting a market segment
4. Bases for segmenting Consumer Markets
5. Bases for segmenting Industrial Markets
6. Strategic Options
7. Conclusion
8. Summary
9. Discussion Questions
10. Suggested Readings
11. Cases
Appendix 
A. Glossary
B. Select Bibliography