text and cases Gupta, S L. creator Pai, Sumitra. text New Delhi Sultan Chand & Sons 2023 1st ed. monographic eng

print

xiii,612p. ; PB 24.6 cm 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 By S L Gupta and Sumitra Pal. This 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. Consumer research The process of learning and memory Organisational buyer behaviour 658.8342 GUPS 9788180548604 250425 20250507102542.0