Kumar,  S. Ramesh <br/><br/>
Case Studies in Consumer Behaviour 

 - 4th ed.  
 - Noida  Pearson Education India  2025 
 - viii, 270 p. 
<br/><br/>Table of Content<br/>Case 1 Romantic Rides or Fiery Thrills: Positioning a Motorcycle Brand in the Indian Context<br/>Case 2 Xylys: Exploring Consumer Perception about Premium Watches in the Indian Context<br/>Case 3 Super Shampoo Products and the Indian Mass Market<br/>Case 4 Himalaya Herbal Toothpaste: Category and Brand Involvement in An Emerging Market<br/>Case 5 www.dhonuk.com—Marketing Art in An Emerging Market<br/>Case 6 The Importance of Experiential Marketing in Marketing Communications<br/>Case 7 Ethnic Consumers Consulting<br/>Case 8 Kraft Foods: The Coffee Pod Launch (A)<br/>Case 9 Living Arts Centre of Mississauga: Condensed Version<br/>Case 10 Molson Canadian—The Rant<br/>Case 11 Logitech: Launching a Digital Pen<br/>Case 12 The Global Branding of Stella Artois<br/>Case 13 The Home Depot Canada: Renovating Strategy<br/>Case 14 Molson Canada: Social Media Marketing<br/>Case 15 jewellworld.com — Online Jewelry Shopping in China<br/>Case 16 Future Shop: Retail Customer Research<br/>Case 17 Exploring Category Benefits for Brand Building: Kaya and the Beauty Care Market<br/>  
<br/><br/><label>ISBN: </label>9788131774489 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication & Management 
<br/><br/><label>Dewey Class. No.: </label>658.834 2  /  KUM