01486nam a22002177a 450000500170000000800410001702000180005804000180007608200220009410000160011624500740013225000120020626000470021830000300026550001790029550506800047465000220115465000390117665000350121570000180125020250507102542.0250425b        |||||||| |||| 00| 0 eng d  a9788180548604  cAIMIT LIBRARY  21a658.8342bGUPS  aGupta, S L.  aConsumer behaviour :btext and cases /cBy S L Gupta and Sumitra Pal.  a1st ed.  aNew Delhi :bSultan Chand & Sons , c2023.  axiii,612p. ;bPBc24.6 cm  aThis book provides insight into the consumer behaviour with focus on Indian environment.
The contents will enable the marketers to apply the concepts to real time marketing.
  a
Contents :

Understanding Consumer Behaviour
Consumer Research
Market Segmentation
Consumer Needs and Motivation
Consumer Personality
Consumer Perception
The Process of Learning and Memory
Nature of Consumer Attitudes
Models of Consumer Behaviour
Group Dynamics and Consumer Reference Groups
Communication, Advertising and Consumer Buying Behaviour
The Family and Lifestyle Marketing
Social Class and Consumer Behaviour
Culture, Subculture and Cross Culture
The Process of Innovation and Diffusion of Innovation
Consumer Behaviour as a Decision Process
Maintaining Customer Satisfaction
Consumerism and Public Policy Issues
Organisational Buyer Behaviour
Appendices
Glossary  aConsumer research  aThe process of learning and memory  aOrganisational buyer behaviour  aPai, Sumitra.