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Consumer Behaviour : Includes Online Buying Trends at Meripustak

Consumer Behaviour : Includes Online Buying Trends

Books from same Author: Dinesh Kumar

Books from same Publisher: OUP India

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    • General Information  
    Author(s)Dinesh Kumar
    PublisherOUP India
    ISBN9780198095927
    Pages728
    BindingPaperback
    LanguageEnglish
    Publish YearFebruary 2016

    Description

    OUP India Consumer Behaviour : Includes Online Buying Trends by Dinesh Kumar

    Consumer 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 IIIInfluences 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 beencovered.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.show more