Description
Wiley India Consumer Behaviour 2019 by Sarmistha Sarma
Consumer Behaviour as an academic discipline is a culmination of a number of subjects, namely, economics, marketing, anthropology, sociology and psychology. Globally, there are a number of researches carried out on consumer behaviour. The growing significance of consumer behaviour has been well accepted in the academic fraternity and the subject is taught in the postgraduate programmes of Master of Business Administration in various universities. The present book has been designed by keeping in mind all the topics incorporated in the consumer behaviour in various universities.
About the Author
Sarmistha Sarma is an Associate Professor at the Institute of Innovation in Technology and Management(affiliated to Guru Gobind Singh Indraprastha University, Delhi (India) in the Department of Business Management. She Likes to Analyze the various factors leading to purchase decisions. Her research Focuses on the lifestyle, culture and the athnicity of buyers and the impact of these on their buying decisions. She is a founder member of the Center for Promotion of Multidisciplinary Research(CPMR)
TABLE OF CONTENTS
BOOK REVIEW
Introduction to Consumer Behaviour
Consumer Research
Market Segmentation
Consumer Motivation
Personality and Consumer Behaviour
Consumer Perception
Consumer Learning
Attitude
Group Influence and Communication Process
Social Class
Culture and Family
Consumer Influence and Diffusion of Innovation
Models of Consumer Behvaiour