Consumer Behaviour: Insights from Indian Market

Front Cover
PHI Learning Pvt. Ltd., 2010 - Business & Economics - 350 pages
For instance, why do consumers repeatedly purchase a particular brand or, in some cases, why do they switch from one product to another? In this compact, concise and profusely illustrated text, Professor Majumdar, with his rich and varied experience in Marketing, tries to provide interesting insights into some of these and other interesting questions about consumer behaviour. He gives a masterly analysis of the theory and practice of consumer behaviour and decision making and the factors that influence it. Divided into six parts, Part I of the text shows the importance of understanding consumer behaviour; Part II highlights different aspects of consumer psychology and covers such topics as consumer motivation, consumer perception, and consumer personality. Part III demonstrates how consumers behave in their social and cultural settings, the effect of personal factors, and the influence of reference groups on consumer behaviour. Part IV dealing with consumer decision making describes the various stages involved in brand choice, the post-purchase behaviour and, importantly, the six well-established models proposed by scholars on consumer behaviour. Part V analyzes the diversity of the Indian market and about the emerging patterns of consumer behaviour.
 

Contents

Consumer Motivation
35
Consumer Perception
51
Consumer Beliefs and Attitudes
71
Consumer Learning and Experience
85
Consumer Personality and Selfimage
105
recent times presents a tremendous market opportunity However because of its huge
112
Effect of Personal Factors
127
aspect
131
Comprehensive Models of Consumer Decision Making
225
PART V
243
Changing Indian Consumer Behaviour
265
Case Study 1 Cadbury Dairy Milk Chocolates
293
Case Study 2 LuxThe Beauty Soap
299
Case Study 4 SpriteSoft Drink
307
Case Study 6 Maruti 800 Passenger Car
317
Case Study 7 Dove Hair Care
323

Influence of Reference Groups
141
Culture and Western Influence on Consumer Behaviour
161
Consumers Decision Making
193
Glossary
329
Index
343
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