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Consumer Behaviour: Includes Online Buying Trends

Dinesh Kumar (Author)

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.

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About the author

Dinesh Kumar

Dinesh Kumar b. 1972 –in Kurthaul, a village on the southern outskirts of Patna), took his primary and secondary education in government schools in Patna. After gradating in Political Science (Hon’s) from Patna, he went on to study Law at Delhi University’s prestigious Campus Law centre. It was at Delhi University that the idea of taking up a career in writing occurred to him. After his arrival from Delhi in 2000, he began practicing as an advocate in Patna High Court. It was during his first years as a lawyer that the idea of writing a book on his home state first came to his mind. Over the next few years, he tried to gather material-mostly from his personal experiences and observations –for the book. His chief interests, apart from writing, are Western Classics, Buddhist literature, culture and heritage, listening to the BBC World service Brazilian soccer, traveling and spending as much time as possible in solitude. He is at presently working on his next book.

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Bibliographic information

Title Consumer Behaviour: Includes Online Buying Trends
Author Dinesh Kumar
Format Softcover
Date published: 31.12.2015
Edition 1st. ed.
Language: English
isbn 0198095929 , 9780198095927
length xvi+706p., Illustrations; 25cm.