Press Ctrl+G to toggle between English & Hindi
0 Ratings
0 Reviews
1406 Views
Today, consumer factor receives the highest priority and has become the formula of success for the marketers. Today, consumer behavior is everything a .... Read More
Today, consumer factor receives the highest priority and has become the formula of success for the marketers. Today, consumer behavior is everything and everything is consumer behavior. Economic liberalization of India paved the way for the entry of Multinationals to India and seller’s market turned buyer market as supply exceeded demand. The success or failure of marketing organization depends upon how effectively the marketers are able to attract the consumers and develop a relationship with them. The crux of the success is to understand how and why consumers make specific decisions and behave in certain ways- what motivates them? Understanding the psychology of the consumers can do this. This involves understanding the demographics, lifestyles, personality, values, culture and family influences on the consumer. In this light, understanding consumer behavior has become panacea of success for marketers. In my view, the utilization of knowledge of consumer behavior in the development of marketing strategy is an art. The text is based on the belief that knowledge of the factors that influence consumer behavior can, with practice, be used to develop sound marketing strategy.
| Sr | Chapter Name | No Of Page |
|---|---|---|
| 1 | CONSUMER BEHAVIOUR : INTRODUCTION & CONCEPT | 11 |
| 2 | CONSUMER RESEARCH | 20 |
| 3 | THE INDIAN CONSUMER | 27 |
| 4 | RURAL CUSTOMERS AND CONSUMER BEHAVIOUR | 24 |
| 5 | MARKET SEGMENTATION | 29 |
| 6 | MARKET TARGETING | 14 |
| 7 | PRODUCT POSITIONING | 45 |
| 8 | DETERMINANTS OF CONSUMER BUYING BEHAVIOUR | 13 |
| 9 | CONSUMER DECISION MAKING PROCESS | 32 |
| 10 | THEORIES OF CONSUMER BEHAVIOUR | 9 |
| 11 | MODELS OF CONSUMER BEHAVIOUR | 18 |
| 12 | BNUYING MOTIVES | 12 |
| 13 | MOTIVATION AND CONSUMER BEHAVIOUR | 28 |
| 14 | PERCEPTION AND CONSUMER BEHAVIOUR | 18 |
| 15 | PERSONALITY AND CONSUMER BEHAVIOUR | 8 |
| 16 | LEARNING AND CONSUMER BEHAVIOUR | 16 |
| 17 | ATTITUDES AND CONSUMER BEHAVIOUR | 27 |
| 18 | CULTURE AND CONSUMER BEHAVIOUR | 17 |
| 19 | SOCIAL CLASS AND CONSUMER BEHAVIOUR | 5 |
| 20 | GROUP DYNAMICS AND CONSUMER REFERENCE GROUP | 17 |
| 21 | FAMILY AND CONSUMER BEHAVIOUR | 15 |
| 22 | CONSUMER PSYCHOGRAPHICS AND BEHAVIOUR | 11 |
| 23 | CONSUMER INVOLVEMENT AND BEHAVIOUR | 12 |
| 24 | CONSUMER SATISFACTION AND BRAND LOYALTY | 12 |
| 25 | DIFFUSION OF INNOVATION AND ADOPTION OF PRODUCT | 13 |
| 26 | ADVERTISING AND CONSUMER BEHAVIOUR | 21 |
| 27 | CONSUMERISM | 15 |
| 28 | ORGANISATIONAL (INDUSTRIAL) BUYER BEHAVIOUR | 27 |
| 29 | GLOSSARY | 11 |
| 30 | INDEX | 5 |
| 31 | CASE STUDIES | 5 |
Thank you for sharing the details. Your enquiry has been submitted successfully. We will contact you soon.
