Consumer Behaviour

The book focusses on all the major concepts theories and models of consumer Behaviour. The book has been divided into 10 major topics and all the subtopics are covered under them. The disparity between the traditional way of marketing and the approaches adopted in the modern era is lucidly highlighted. The style of a modern marketer is handled and explained through various examples and cases. The book highlights the role of research studies conducted in different areas and connects them with the concepts. The readers could find research papers/ studies executed associated with diverse topics at the end of every br>Chapter enough care has been taken to deliver majority of the consumer Behaviour concepts exhaustively with relatable illustrations. Apt pictures are fixed at every possible juncture where a significant model of theory is discussed. The exhibits presented throughout the chapters offer current and contemporary statistics facts and figures on the real-time marketing events and happenings. The activities presented in each br>Chapter are a good resource to the teaching fraternity as many major concepts could be taught through classroom activities which prevent the dull text-booking way of imparting knowledge. The book has considered the mind-set of the millennial consumers who would appreciate the practical mode of learning. The faculty can find many such interesting and insightful activities which could be executed both within the classroom and in the field which help the students to acquire an experiential learning.