Kumar, S. Ramesh <br/><br/>
Consumer behaviour: the Indian context (concepts and cases) 

 - 2nd 
 - New Delhi  Pearson India Education Services Pvt. Ltd.  2019 
 - 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/> Developments in the realm of digitalization, cultural scenario and in consumer decision making— witnessed in the last couple of years—had brought about a need to revise Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context. The new edition has been titled as Consumer Behaviour: The Indian Context . The text has been holistically updated to reflect rapid changes in the Indian and global markets and the valuable feedback received from subject matter experts,students and working professionals engaged in the discipline. 
<br/><br/><label>ISBN: </label>9789332586499 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Consumer behavior
<br/><br/><label>Dewey Class. No.: </label>658.8342  / KUM