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.

About the Author:
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).


Table of Contents:
Part 1: Overview of Consumer Behaviour Chapter 1: Introduction to Consumer Behaviour Chapter 2: Consumer Analysis, Segmentation and Strategy Chapter 3: Consumer Decision Making Models Chapter 4: B2B Buying Behaviour Part 2: The Consumer as an Individual Chapter 5: Personality and the Consumer Chapter 6: Consumer Motivation Chapter 7: Consumer Perception Chapter 8: Consumer Learning Chapter 9: Consumer Attitudes and Change Part 3: Influences on Consumer Behaviour Chapter 10: Family and Social Class Chapter 11: Culture and Consumer Behaviour Part 4: Modifying Consumer Behaviour Chapter 12: Consumer Influence and Diffusion of Innovation Chapter 13: Communications and Consumer Behaviour Part 5: Analysing Consumer Behaviour Chapter 14: Consumer Research Chapter 15: Consumption and Post Purchase Behaviour Part 6: The Modern Consumer Chapter 16: Online Buying Behaviour Chapter 17: Consumer Engagement and Equity Chapter 18: Ethics and Social Responsibility