Consumer Behaviour

Includes online buying trends

Dinesh Kumar

Capturing the essence of issues faced by marketers in different national and global companies are sections on Marketing, Global, research and Ethical Insights
Chapters open and end with case studies on big brands such as Shoppers Stop, LOreal, Woodlands, Tommy Hilfiger to explain strategic decisions of marketers based on their understanding of consumer aspirations
Small and large research ideas have been presented in CB in Action boxes to stimulate students to think of solutions to real life problems
Key terms with definitions have been provided to serve as a quick review guide of important topics covered in the chapter

Consumer Behaviour

Includes online buying trends

Dinesh Kumar

Description

Consumer Behaviour is a comprehensive textbook designed to meet the requirements of post graduate management students specializing in marketing. While dealing with the consumption choices and behaviour of individuals from socio-cultural and psychological point of view, it also describes contemporary concepts such as online buying behaviour and consumer engagement marketing which promises to change the face of marketing forever.

The book has been divided into 6 parts. Part I, Overview of Consumer Behaviour (CB) gives an outline of the subject including consumer decision making models, consumer analysis, segmentation and strategy. The nature of B2B buying behaviour and its difference from consumer buying behaviour has also been discussed. Part II, Consumer as an Individual is devoted to understanding the effect of personality, motivation, perception, and attitude of an individual on their buying behaviour. Part III, Influences on CB gives an insight into how family, class and culture impact consumption behaviour of customers.

Part IV, Modifying CB discusses innovations and adoption of new ideas by companies for designing marketing communications for their products. Part V, Analysing CB describes the consumer research process and approaches used by companies to build long term loyalties with customers. Part VI, The Modern Consumer talks of the exploding social media usage in which the power of brands is shifting from companies to consumers. Ethics and CSR policies used by marketing organizations have also been covered.

Owing to the inclusion of numerous real life examples and discussion of the changing nature of CB, the book would also be an interesting read for young professionals in this field.

Consumer Behaviour

Includes online buying trends

Dinesh Kumar

PART I: Overview of Consumer Behaviour
1. Introduction to Consumer Behaviour
2. Consumer Analysis, Segmentation, and Strategy
3. Consumer Decision-making Models
4. Business-to-business Buying Behaviour
Part II: Consumer as an Individual
5. Personality and the Consumer
6. Consumer Motivation
7. Consumer Perception
8. Consumer Learning
9. Consumer Attitudes and Change
Part III: Influences on Consumer Behaviour
10. Family and Social Class
11. Culture and Consumer Behaviour
Part IV: Modifying Consumer Behaviour
12. Consumer Influence and Diffusion of Innovation
13. Communications and Consumer Behaviour
Part V: Measuring and analysing Consumer Behaviour
14. Consumer Research Process
15. Consumption and Post-purchase Behaviour
Part VI: Modern Consumer
16. Online Buying Behaviour
17. Consumer Engagement and Equity
18. Ethics and Social Responsibility

Consumer Behaviour

Includes online buying trends

Dinesh Kumar

Author Information

Dinesh Kumar, Formerly Associate Professor (Marketing) at BIMTECH

Dinesh Kumar, PhD, formerly Associate Professor (Marketing) at Birla Institute of Management Technology (BIMTECH), Greater Noida, has an experience in the academia spans over 16 years, wherein he has taught at management institutions such as FORE School of Management and University Business School, Panjab University, Chandigarh. He currently resides and teaches in Chandigarh and Delhi. His industry experience of 15 years includes stints at Mastermind Consultants as Director, US Embassy in New Delhi as Business Manager, and the Centre for Science and Environment as Associate Director. He is the author of Marketing Channels (OUP).