Gupta, S L. <br/><br/>
Consumer behaviour :  text and cases / 
By S L Gupta and Sumitra Pal. 
 - 1st ed. 
 - New Delhi :  Sultan Chand & Sons ,   2023. 
 - xiii,612p. ;  PB  24.6 cm 
<br/><br/> This book provides insight into the consumer behaviour with focus on Indian environment.<br/>The contents will enable the marketers to apply the concepts to real time marketing.<br/> 
<br/><br/><br/>Contents :<br/><br/>Understanding Consumer Behaviour<br/>Consumer Research<br/>Market Segmentation<br/>Consumer Needs and Motivation<br/>Consumer Personality<br/>Consumer Perception<br/>The Process of Learning and Memory<br/>Nature of Consumer Attitudes<br/>Models of Consumer Behaviour<br/>Group Dynamics and Consumer Reference Groups<br/>Communication, Advertising and Consumer Buying Behaviour<br/>The Family and Lifestyle Marketing<br/>Social Class and Consumer Behaviour<br/>Culture, Subculture and Cross Culture<br/>The Process of Innovation and Diffusion of Innovation<br/>Consumer Behaviour as a Decision Process<br/>Maintaining Customer Satisfaction<br/>Consumerism and Public Policy Issues<br/>Organisational Buyer Behaviour<br/>Appendices<br/>Glossary 
<br/><br/><label>ISBN: </label>9788180548604 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Consumer research<br/>The process of learning and memory<br/>Organisational buyer behaviour
<br/><br/><label>Dewey Class. No.: </label>658.8342  / GUPS