About the Book
The book comprehensively explores consumer behaviour, starting with the Introduction to Consumer Behaviour where it defines the concept, nature, and scope, and discusses its applications in marketing. It delves into the Consumer Research Process and various factors influencing behaviour, including external influences like culture and social class, and internal influences such as needs and motivations, perception, and personality. The second unit, Consumer Motivation & Marketing Communications, examines the motivations behind consumer actions, drawing on theories like Maslow's Hierarchy of Needs and Freud's Theory of Motivation, and outlines the marketing communication process, highlighting interpersonal and persuasive communication systems.
Promotional Strategy is the focus of the third unit, detailing different strategies including pull and push promotions, retail and ecommerce strategies, and their importance and benefits. The fourth unit, Consumer Durables, provides insights into the Indian market, classifications like white and brown goods, and distinctions between durable and non-durable goods. Finally, the book addresses Consumer Personality, covering the role of personality in marketing, the concept of buyer personas, and various personality traits that affect consumer behaviour, such as extroversion, agreeableness, and conscientiousness.