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This is a comprehensive book on consumer behaviour from applied orientation in Indian context. This book not only covers the theories and concept of consumer behaviour but also have application of these in the form of Indian market insights and advertisements that students would be able to relate with their real life. These applied orientations are based on an extensive search of Indian business magazines and newspapers. This book highlights modified theories proposed by consumer behaviorist to suit our market conditions. This book holistically explains the consumer behaviour concepts with Indian case studies. Contents : Part I—Understanding Consumer Behaviour 1. Introduction to the Consumer Behaviour I 2. Modeling and Consumer Research Part II—Internal Determinant of Consumer Behaviour 3. Motivation 4. Personality 5. Consumer Perception 6. Learning 7. Attitude Formation and Change Part III—External Determinant of Consumer Behaviour 8. Indian Culture and Subculture 9. Reference Group 10. Indian Family and Social Class Part IV—Analyzing and Managing Consumer Behaviour 11. Diffusion of Innovation 12. Consumer Decision-Making Process 13. Market Segmentation 14. Business Buying Behavior Part V—Contemporary Topics in Consumer Behaviour 15. Customer Relationship Marketing and Experiential Marketing 16. Consumer Protection Act 17. Consumer Trends in India Part VI—Case Studies In Consumer Behaviour Study - 1 The Amul saga Study - 2 Beauty Soap of Stars: Lux Study - 3 Mangal Sweets Study - 4 Nirma Studv - 5 Pizza Hut
