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The study of consumer behaviour is a very vital part of marketing management. The marketers may be correct in their value selection for their offers only if they correctly understand the buyers in terms of buyers` motives, habits and buying process as a whole. Thus, no market can move and grow without understanding the behaviour of the consumers. This is a comprehensive book on consumer behaviour with practical orientation which consists of Introduction to Consumer Behaviour, Market Segmentation, Motivation, Personality, Perception, Learning Attitude, Persuasive Communication, Social Class and Consumer Behaviour, Culture and Subculture-Major Focus on Indian Perspective, Consumer Protection, and Consumer Research and Audit. Key Features - Covers all the relevant topics as per the full syllabi of most Indian Universities - Emphasis on the concepts of the Subject - Suitable illustrations relevant to topics - Cases given to develop better understanding of applications The book presents the material in a simple and lucid manner. Contents : 1. Introduction to Consumer Behaviour 2. Market Segmentation 3. Motivation 4. Personality 5. Perception 6. Learning 7. Attitude 8. Persuasive Communication 9. Social Class and Consumer Behaviour 10. Culture and Subculture-Major Focus on Indian Perspective 11. Consumer Protection 12. Consumer Research and Audit Bibliography Question Bank
