Over the years, the complexity and competition in the marketplace
have made the study of consumer behaviour of vital importance. It
is a vast and complex subject and understanding and 'knowing
consumers' is not that simple. It is almost impossible to predict
with total accuracy how consumer(s) will behave in a given
situation. Marketers develop and direct their communications to
influence consumers' behaviour in a desired manner and for this
reason they are keenly interested in the wide variety of behaviours
that consumers display. On the other hand, consumers are moved by a
complex set of deep and subtle emotions. Their behaviour springs
from deeply held cultural values, motivations, perceptions of the
world, their attitudes and situations, common sense, impulse or
whimsy. As one can imagine, all this is the outcome of a large
number of external and internal influences. In an attempt to meet
the students' requirements, this book discusses the topics of
advertising and sales promotion in sufficient detail. The book is
divided into two sections. The first part deals with the aspects of
Consumer Behaviour and the second part consists of the topics of
Advertising and Marketing Communication. This book would be
relevant to the Indian students as it contains lots of Indian
examples. Every effort has been made to make the book student
friendly and the text is easy to comprehend.
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