Conceptual Issues In Consumer Behaviour

Conceptual Issues in Consumer Behaviour --- The Indian Context attempts to link behavioural concepts with real examples from Indian marketing. It does not offer part-breaking frameworks; nor is it intended for scholars. But it hopes to enable a student of marketing in understanding the use of concepts in the backdrop of a familiar, identifiable environment. The book will also help practicing marketing executives to understand the utility concepts in triggering thought processes that eventually produce marketing strategies. This “trigger” is the value which concepts can add to the decision-making process of an executive.

Features
The book provides a comprehensive coverage of the various conceptual aspects concerned with consumer behaviour. Several Indian examples across categories have been included to explain the utility of consumer behavior concepts in the Indian context.
Consumer behavior linkages with branding and marketing mix elements and their implications on managing brands have been analyzed with regard to various dimensions of consumer behavior and recent research literature on a variety of topics have been included.
The book covers several topical consumer behavioural issues like celebrity advertising, managing brand associations, cultural practices and their implications on FMCG products, consumer loyalty, relationship marketing and internet marketing which may be of interest to academicians and practitioners.

Contents
Contemporary Dimensions of Consumer Behaviour.
Consumer Decision-making and Marketing Implications.
The Concept of Perception and its Impact on Marketing Strategies.
Learning Principles and their Marketing Implications.
Concepts of Personality and Motivation-Implications to Consumer Behaviour.
Concepts and Attitudes and their Impact on Marketing Strategies.
Diffusion of Innovation - Consumer Acceptance of New Products (and Existing Products).
Reference Groups and their Implications.
Dimensions of Culture – Its Implications on Branding and Cross-cultural Marketing Practices.
Consumer Behaviour and Retailing.
Digital Era and Consumer Behaviour.
Concepts of Satisfaction and its Implications – Satisfaction, Loyalty and Relationships.

About the Author
S. Ramesh Kumar is a Professor in the Marketing Area at the Indian Institute of Management, Bangalore (IIM-B). He holds a basic degree in engineering and an MBA, and Ph.D in marketing. He has a mix of industrial and teaching experience of twenty two years.

Dr. Ramesh Kumar has published a number of articles and case studies in reputed national and international journals, magazines and business newspapers. His international publications include his writings in refereed journals of repute and he has presented several papers in international conferences in Singapore, Europe and U.S. which include conferences conducted by American Management Association organizations. His book Marketing Nuggets – Conceptual Dimensions in Marketing won the first prize awarded by The Federation of Educational Publishers in India. He has written three books on marketing which focus on the Indian context.