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This book is intended to serve as a text book on 'Consumer Behavior' for the students of graduate and post graduate management courses, conducted by the various Universities and Institute of Management in India. This book is an attempt by the author to offer a comprehensive book on Consumer Behaviour, with materials drawn from various books and magazines. The book is divided into eight chapters. The first chapter explains the meaning of consumer behaviour and the role of consumer in marketing, keeping in mind the interdisciplinary dimensions of buyer behavior. There is also a brief mention of the nature and characteristics of the Indian consumers. Contents : 1. The Role of Consumer Behavior in Marketing 2. Consumer Decision Making Process 3. Social Class - Social Stratification 4. Group Dynamics / Group Influence and Consumer Behaviour 5. Diffusion of Innovations 6. Organising Buying Behaviour 7. Industrial / Organisation Buying Behaviour 8. Consumer & Market Segmentation Appendix A. Glossary B. Select Bibliography
