Consumer Behaviour
Keywords:
: Introduction to Consumer Behaviour, Applications of Consumer Behaviour in Marketing, Individual – Determinants of Consumer Behaviour, Personality, Traits Theory and Personality Traits, Product Personality, Family Influence on Consumer Behaviour, Social Class and Influences, Group Dynamics, Consumer Decision Making Models, Process of Diffusion of InnovationSynopsis
This book has been written as per the prescribed syllabus of the University of Mumbai. Every effort has been made to explain the
concepts not only in a theoretical manner but with practical and relevant examples. I believe that consumer behaviour has always been an evolving phenomenon and with fast paced technological advancements, the study of consumer behaviour is turning both fascinating and challenging for marketers. Sailing on the wave of greater disposable income, evolving lifestyle, deeper internet penetration and innovative marketing campaigns, the tide of e-commerce has changed the dynamics of Indian consumer behaviour.
