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Consumer Behaviour at Meripustak

Consumer Behaviour

Books from same Author: MUKHERJEE

Books from same Publisher: CENGAGE INDIA

Related Category: Author List / Publisher List

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    • General Information  
    Author(s)MUKHERJEE
    PublisherCENGAGE INDIA
    Edition1
    ISBN9788131516225
    Pages472
    BindingPaperback
    LanguageEnglish
    Publish YearJanuary 2011

    Description

    CENGAGE INDIA Consumer Behaviour by MUKHERJEE

    This book provides a thorough analytical insight into various facets of consumer behaviour with special reference to India and pan Asia. The book focuses on the phenomenal changes in the behavioural dimensions of the 21st century consumers and their implications to the contemporary business world. The purview of the book ranges from identification of needs to complex decision-making processes of both B2C and B2B markets. Within its sphere the book encompasses various internal and external influencing parameters of the consumer decision-making process and consumer choice heuristics. The book incorporates close-to-real-life opening vignettes and closing cases as well as several exhibits to illustrate the concepts and theories that form the basis of multifarious dimensions of consumer behaviour.