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This book has been written to serve for the commerce and management students those who are interested in the field of marketing. Now a days studying and understanding Consumer Behaviour and Marketing Research is required for the success of a company in the competitive market place and individual in the workplace. This book will help to understand the consumer behaviour and marketing research accurately because of the simple explanation of each and every concept with suitable example. The impossible becomes possible to the endowed with resourcefulness. It is with immense pleasure we record our indebtedness to our parents and family members for the encouragement and timely support in completing the book. The book has a user-friendly design, featuring margin notes and definitions that emphasize important concepts. Exercises geared towards each chapter`s central ideas consolidate the acquired knowledge. An extensive and innovative use of graphs facilitates access and enhances learning success. Contents : Unit 1 : Introduction to Consumer Behaviour Unit 2 : Consumer Behaviour − Marketing Strategy Unit 3 : Consumer Motivation and Perception Unit 4 : Consumer Attitudes and Personality Unit 5 : Industrial Buying Behaviour Unit 6 : Basic Concept and Research Design Unit 7 : Research for Marketing Design Unit 8 : Measurement and Scaling Unit 9 : Questionnaire Unit 10 : Data Collection Unit 11 : Analysis & Interpretation of Data
