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...See More