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Mostly in an organization, hard skills are valued more e.g. engineering skills, financial expertise, quantitative techniques etc. Soft skills like communication skills, human relations, and psychological basis, of human-consumer behaviour are considered pass?. Of late, there is a paradigm shift in this thinking. Post-Hawthorne experiments, the significance of the human factor emerged as never before. In marketing too, apart from the glamourous topics of product-brand management and advertising, the top management understood the consumer behaviour. In fact, it facilitates organizational and marketing planning including advertising and product planning. As new research concepts in this area were developed, it was felt that there is a need to revise the complete text. In this revised enriched form, the book will serve the needs of students better. Book Content of Commentary on Consumer Behaviour 1. Nature and Scope of Consumer Behaviour 2. Consumer Research 3. Market Segmentation 4. Learning to Consume 5. Consumer Perception 6. Consumer Motivation 7. Personality and Consumer Behaviour 8. The Nature of Consumer Attitudes 9. Communication and Persuasion 10. Group Influences and Consumer Reference Groups 11. The Family 12. Social Class and Consumer Behaviour 13. The Influence of Culture on Consumer Behaviour 14. bOpinion Leaders and Personal Influence 15. Diffusion and Adoption of New Products 16. Consumer Decision Making 17. Consumer Protection in India 18. Case Studies
