Consumer Behaviour: Text and Cases: Text and Cases

"This book aims to discuss consumer behaviour in an easy-to-understand and student-friendly manner. It is based primarily on the curriculum of Indian universities and institutions, and adequate content coverage has been ensured to make it a complete text as well as reference material on the subject. In addition to giving a good theoretical background, important concept shave been discussed with help of examples from, and references to, the real world scenario. However, the overall approach is to present the text in a crisp and concise manner, so that it is easily comprehensible by the readers. With features like a case at the end of each chapter – for discussion and analysis of the issue at hand, and rich chapter-end features, it will be immensely useful for the students and teachers of the subject alike. Apart from the business management discipline, the book can be used by students and teachers of any other stream where this subject is a part of the curriculum. Practitioners in the marketing area can also refer to it to understand the dynamics and complexities of consumer behaviour."