ISBN: 978-81-967373-8-2
Author: Prof. Deepak Babu
Year of Publication: 2025
Page Count: 140
Binding: Hardback
Language: English
Description: Marketers all around the world have always been fascinated to understand the pulse of consumers when it comes to purchasing decisions. Why do a few consumers stick to one brand, why do some of them constantly switch from one brand to another, and several such questions have been discussed in this book. The book seeks to analyse the consumer behaviour and the external factors that infl¬uence it. Presenting an overview of consumer behaviour, it discusses at length the theories of consumer behaviour, models of human behaviour, models of consumer behaviour and consumer’s psychology behind consumption. Going deep into the social and cultural settings of the consumers, it takes a close look at the diversity of Indian market. Finally, it makes a critical assessment of consumer decision making process.