Developments in the realm of digitalization, cultural scenario and in consumer decision making— witnessed in the last couple of years—had brought about a need to revise Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context. The new edition has been titled as Consumer Behaviour: The Indian Context . The text has been holistically updated to reflect rapid changes in the Indian and global markets and the valuable feedback received from subject matter experts, students and working professionals engaged in the discipline.
Features New examples to reflect changing lifestyles and consumer decisions 2. Extensive discussion on digitalization and consumer behvaiour 3. Strong conceptual base that stimulates the thought process of the readers 4. Specific applications to illustrate the practical usefulness of concepts 5. Indian cases that have been drawn from real-life brands 6. Attractive visuals of brands to illustrate the concepts discussed

Chapter 1: Consumer Behaviour and Brands in the Digital Era
Chapter 2: Consumer Decision Making and Branding Strategies
Chapter 3: The Concept of Perception and Its Impact on Marketing Strategies
Chapter 4: Learning Principles and Their Usefulness to Branding Associations
Chapter 5: The Role of Motivation and Personality Dimensions in Brand Associations
Chapter 6: Attitudes and Their Impact on Branding Strategies
Chapter 7: Diffusion of Innovation: The Acceptance of New Products and Brands
Chapter 8: The Concept of Reference Groups and Their Implications on Branding
Chapter 9: Dimensions of Culture and Branding
Chapter 10: Retailing and Consumer Behaviour Linkages to Branding.