Consumer Behaviour: The Indian Context (Concepts and Cases) (Paperback)  | Released: 30-Jun-17

Developments in the realm of digitalization, cultural scenario and in consumer decision makingȔ witnessed in the last couple of yearsȔhad brought about a need to revise Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context. The new edition has been titled as Consumer Behaviour: The Indian Context . The text has been holistically updated to reflect rapid changes in the Indian and global markets and the valuable feedback received from subject matter experts, students and working professionals engaged in the discipline.Features New examples to reflect changing lifestyles and consumer decisions 2. Extensive discussion on digitalization and consumer behvaiour 3. Strong conceptual base that stimulates the thought process of the readers 4. Specific applications to illustrate the practical usefulness of concepts 5. Indian cases that have been drawn from real-life brands 6. Attractive visuals of brands to illustrate the concepts discussedTable of Contents Chapter 1: Consumer Behaviour and Brands in the Digital EraChapter 2: Consumer Decision Making and Branding StrategiesChapter 3: The Concept of Perception and Its Impact on Marketing StrategiesChapter 4: Learning Principles and Their Usefulness to Branding AssociationsChapter 5: The Role of Motivation and Personality Dimensions in Brand AssociationsChapter 6: Attitudes and Their Impact on Branding StrategiesChapter 7: Diffusion of Innovation: The Acceptance of New Products and BrandsChapter 8: The Concept of Reference Groups and Their Implications on BrandingChapter 9: Dimensions of Culture and BrandingChapter 1: Retailing and Consumer Behaviour Linkages to Branding.