000			00891cam a22002655i 4500
999			_c36013 _d36013
020			_a9780198095927
082			_a658.8342 D612 C _b102630
100	1		_aDinesh Kumar
245	1	0	_aConsumer Behaviour : _bincludes online buying trends / _cDinesh Kumar.
250			_a1st ed.
260			_aNew Delhi _bOxford University Press _c2015
300			_a706 _billustrations ; _c24 cm
500			_aConsumer Behaviour is a comprehensive textbook designed to meet the requirements of post graduate management students specializing in marketing. While dealing with the consumption choices and behaviour of individuals from socio-cultural and psychological point of view, it also describes contemporary concepts such as online buying behaviour and consumer engagement marketing which promises to change the face of marketing forever. The book has been divided into 6 parts. Part I, Overview of Consumer Behaviour (CB) gives an outline of the subject including consumer decision making models, consumer analysis, segmentation and strategy. The nature of B2B buying behaviour and its difference from consumer buying behaviour has also been discussed. Part II, Consumer as an Individual is devoted to understanding the effect of personality, motivation, perception, and attitude of an individual on their buying behaviour. Part III, Influences on CB gives an insight into how family, class and culture impact consumption behaviour of customers. Part IV, Modifying CB discusses innovations and adoption of new ideas by companies for designing marketing communications for their products. Part V, Analysing CB describes the consumer research process and approaches used by companies to build long term loyalties with customers. Part VI, The Modern Consumer talks of the exploding social media usage in which the power of brands is shifting from companies to consumers. Ethics and CSR policies used by marketing organizations have also been covered. Owing to the inclusion of numerous real life examples and discussion of the changing nature of CB, the book would also be an interesting read for young professionals in this field.
505			_a Table of contents Part 1: Overview of Consumer Behaviour Chapter 1: Introduction to Consumer Behaviour Chapter 2: Consumer Analysis, Segmentation, & Strategy Chapter 3: Consumer Decision Making Models Chapter 4: B2B Buying Behaviour Part 2: The Consumer as an Individual Chapter 5: Personality and the Consumer Chapter 6: Consumer Motivation Chapter 7: Consumer Perception Chapter 8: Consumer Learning Chapter 9: Consumer Attitudes and Change Part 3: Influences on Consumer Behaviour Chapter 10: Family and Social Class Chapter 11: Culture and Consumer Behaviour Part 4: Modifying Consumer Behaviour Chapter 12: Consumer Influence and Diffusion of Innovation Chapter 13: Communications and Consumer Behaviour Part 5: Analysing Consumer Behaviour Chapter 14: Consumer Research Chapter 15: Consumption and Post Purchase Behaviour Part 6: The Modern Consumer Chapter 16: Online Buying Behaviour Chapter 17: Consumer Engagement and Equity Chapter 18: Ethics and Social Responsibility
650		0	_aConsumer behavior.
856			_uhttps://india.oup.com/orcs/9780198095927/
942			_cBK