Consumer Behaviour: Insights from Indian MarketFor 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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Common terms and phrases
activities advertising alternatives associated attitudes attributes awareness become beliefs benefits brand buying Cadbury campaign celebrity choice coffee colour communication consumer behaviour consumer's consumption created culture customers decision depending desire developed drinks effective endorsements especially evaluation example Exhibit expectations experience factors feel friends functional gives important income increase Indian individual influence involvement Journal launched leading learning lifestyle living look major Maruti mind motivation needs offer packaging particular pattern perceived perception personality popular population positioning preferences problem promotion purchase Research response retail role rural segment shampoo situation soap social soft drinks specific spend stage stimuli strategy success theory traditional understanding urban various watches women young