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Consumer Behaviour: Includes online buying trends
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 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.
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.
728 pages, Paperback
Published February 1, 2016
5 people want to read
About the author
Dinesh Kumar
290 books8 followersA researcher, teacher, mentor & Keynote speaker upon ‘Ancient Indian Wisdom’.
His more than 700 video documents are available on the YouTube channel. (www.youtube.com/gitaonline) The number of his students reaches out to several thousand. So far he has interpreted every single sloka of the first Six chapters of Shrimed Bhagavad Gita, under a series of dedicated lectures in Hindi and English language separately. He has rendered a major contribution in creating a document upon Karma Yoga for professionals.
He has directly taught & resolved deeper issues of the people at the helm for more than the last 30 years. As a mentor, his total attention attempts to scale deep into the minds of his students in order to explore their preceptory worlds. His efforts to understand his student resolve one single objective; Understand deeper entanglements of their perceptions to their situations & problems they experience outside.
The source of his understanding comes from the texts of Ancient Indian Wisdom. Upanishads & Shrimed Bhagavad Gita comprise as the primary source of his insight beside other notable worthy texts from our great ancient Masters. The effectiveness & relevance of this ancient knowledge reaches out to people from all walks of life & region. Its solutions are timeless & Immutable.
He conducts his learning programs in the form of Knowledge retreats, Online learning programs, and keynote address.
His more than 700 video documents are available on the YouTube channel. (www.youtube.com/gitaonline) The number of his students reaches out to several thousand. So far he has interpreted every single sloka of the first Six chapters of Shrimed Bhagavad Gita, under a series of dedicated lectures in Hindi and English language separately. He has rendered a major contribution in creating a document upon Karma Yoga for professionals.
He has directly taught & resolved deeper issues of the people at the helm for more than the last 30 years. As a mentor, his total attention attempts to scale deep into the minds of his students in order to explore their preceptory worlds. His efforts to understand his student resolve one single objective; Understand deeper entanglements of their perceptions to their situations & problems they experience outside.
The source of his understanding comes from the texts of Ancient Indian Wisdom. Upanishads & Shrimed Bhagavad Gita comprise as the primary source of his insight beside other notable worthy texts from our great ancient Masters. The effectiveness & relevance of this ancient knowledge reaches out to people from all walks of life & region. Its solutions are timeless & Immutable.
He conducts his learning programs in the form of Knowledge retreats, Online learning programs, and keynote address.
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