Consumer Behaviour : The Indian Context (Concepts and Cases)
Material type:
TextLanguage: English Publication details: Chennai Pearson Education xi, 329 p.Description: xi, 329 pISBN: - 9789332586499
- 658.834 2Â KUM
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Table of Content
Chapter 1: Consumer Behaviour and Brands in the Digital Era
Chapter 2: Consumer Decision Making and Branding Strategies
Chapter 3: The Concept of Perception and Its Impact on Marketing Strategies
Chapter 4: Learning Principles and Their Usefulness to Branding Associations
Chapter 5: The Role of Motivation and Personality Dimensions in Brand Associations
Chapter 6: Attitudes and Their Impact on Branding Strategies
Chapter 7: Diffusion of Innovation: The Acceptance of New Products and Brands
Chapter 8: The Concept of Reference Groups and Their Implications on Branding
Chapter 9: Dimensions of Culture and Branding
Chapter 10: Retailing and Consumer Behaviour Linkages to Branding
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