Kumar,  Ramesh  <br/><br/>
Consumer Behaviour  : The Indian Context (Concepts and Cases) 

 - Chennai  Pearson Education   xi, 329 p. 
 - xi, 329 p. 
<br/><br/>Table of Content<br/>Chapter 1: Consumer Behaviour and Brands in the Digital Era<br/>Chapter 2: Consumer Decision Making and Branding Strategies<br/>Chapter 3: The Concept of Perception and Its Impact on Marketing Strategies<br/>Chapter 4: Learning Principles and Their Usefulness to Branding Associations<br/>Chapter 5: The Role of Motivation and Personality Dimensions in Brand Associations<br/>Chapter 6: Attitudes and Their Impact on Branding Strategies<br/>Chapter 7: Diffusion of Innovation: The Acceptance of New Products and Brands<br/>Chapter 8: The Concept of Reference Groups and Their Implications on Branding<br/>Chapter 9: Dimensions of Culture and Branding<br/>Chapter 10: Retailing and Consumer Behaviour Linkages to Branding 
<br/><br/><label>ISBN: </label>9789332586499 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Commerce & Management
<br/><br/><label>Dewey Class. No.: </label>658.834 2  / KUM