Consumer Behaviour And Branding: Concepts, Readings And Cases-The Indian Context
Consumer Behaviour And Branding: Concepts, Readings And Cases-The Indian Context

Author: S. Ramesh Kumar

Publisher: Pearson Education India

Published: 2009-09

Total Pages: 628

ISBN-13: 9788131722367

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India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of the book. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study. This book focuses on the behavioural principles of marketing and its application to branding in the Indian context. * Consumer behaviour concepts associated with branding * A combination of recent and traditional examples reflecting the application of behavioural concepts * Touch of reality boxes to indicate context-based examples * Caselets and cases drawn from real-life situations * Research findings associated with the Indian context * Topical issues in consumer behaviour like cultural aspects, digital marketing and experiential branding

Consumer Behaviour : The Indian Context (Concepts and Cases)
Consumer Behaviour : The Indian Context (Concepts and Cases)

Author: S. Ramesh Kumar

Publisher: Pearson Education India

Published: 2017

Total Pages: 350

ISBN-13: 9332587965

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Developments in the realm of digitalization, cultural scenario and in consumer decision making— witnessed in the last couple of years—had brought about a need to revise Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context.

Advertising, Brands and Consumer Behaviour
Advertising, Brands and Consumer Behaviour

Author: S. Ramesh Kumar

Publisher: Sage Publications Pvt. Limited

Published: 2020-04-10

Total Pages: 264

ISBN-13: 9789353883928

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This textbook will be useful for students of MBA and PGDM courses. It will also be useful to attendees of Executive and Management Development Programs.Advertising and branding are inseparable aspects of a brand's success and understanding consumer behaviour acts as the key to achieve this. The textbook introduces the reader to different concepts of consumer behaviour through discussions on several leading brands and advertisements. It explains how the advertisements are intricately linked to behavioural (psychological) dimensions of the consumer. The concepts used are drawn from classical and contemporary literature on consumer behaviour. In order to keep the reader in sync with recent developments in the field, the book integrates social media and digital advertisements with traditional ones.Each chapter ends with suggested in-depth journal readings that are relevant to the concepts explained in the respective chapter and a set of discussion points to aid classroom teaching and learning process.Key Features:* Focuses on building a strong conceptual perspective that triggers critical thinking and detects alternatives in a given context* Provides real-life examples of brands (creating theory-practice linkages)* Covers several well-known Indian brands across product categories* Includes online resources explaining the use of the book for instructors of consumer behaviour courses and related subjects

Consumer Behaviour
Consumer Behaviour

Author: Satish K Batra

Publisher: Excel Books India

Published: 2008-05-31

Total Pages: 572

ISBN-13: 9788174466440

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With special reference to India.

CONSUMER BEHAVIOUR: TEXT & CASES
CONSUMER BEHAVIOUR: TEXT & CASES

Author: KAPOOR

Publisher:

Published:

Total Pages: 426

ISBN-13: 9781259084881

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This book aims to discuss consumer behaviour in an easy-to-understand and studentfriendly 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.