Welcome to Ane Publishers and Distributors__Use promo code RAINYDAYS25 at checkout to get a 25% discount.
Consumer Behaviour is a comprehensive textbook designed for undergraduate (BBA) and postgraduate (MBA) students who aspire to understand the dynamic relationship between consumers and markets. The book blends theoretical foundations, contemporary trends, and practical applications, offering a 360-degree view of how consumers think, feel, and make decisions. Structured into 18 well-organized units, the book covers core topics such as motivation, perception, learning, personality, attitudes, decision-making, values, lifestyles, culture, social influences, and consumer satisfaction. It also addresses emerging areas such as online consumer behaviour, social media and eWOM, influencer marketing, the diffusion of innovation, and the role of AI in predicting consumer trends. This book serves not only as a core textbook for consumer behaviour courses but also as a valuable resource for marketing faculty, researchers, and practitioners. By the end of the book, readers will be equipped to analyze consumer insights, apply them to marketing strategies, and navigate the challenges of today's digital, globalized, and consumer-driven business environment.
Dr. Shikha Sharma is an academician with over 17 years of rich teaching and research experience in the field of management studies. She holds a Doctorate in Business Management from Aligarh Muslim University, where her work focused on contemporary issues in marketing and consumer behaviour. Dr. Shikha Sharma has a keen interest in understanding evolving consumer dynamics, marketing strategies, and organizational behaviour. She has authored two acclaimed books, Marketing Analytics and Team Building, which have been well-received in academic and professional circles. As a passionate educator, she blends theoretical insights with practical perspectives, making her work highly relatable for students, researchers, and practitioners. Her expertise in Consumer Behaviour and related areas reflects a commitment to bridging academic rigor with real-world business applications.
1. Introduction to Consumer Behaviour
2. Consumer Decision Making
3. Consumer Motivation
4. Perception and Consumer Imagery
5. Personality and Consumer Behaviour
6. Consumer Learning
7. Consumer Attitude Formation and Change
8. Consumer Values and Lifestyles
9. The Influence of Culture and Subculture
10. Social Class and Consumer Behaviour
11. Reference Groups and Family Influence
12. Online Social Influences: Social-Media and Ewom
13. Peer Influence and Social Influencers
14. Diffusion of Innovation: Changing Nature of Consumer behaviour in India
15. Measuring Customer Satisfaction
16. Consumer Behaviour and Public Policy
17. Dark Side of Consumer Behaviour and Shaping Consumer Behaviour
18. Higher Order Consumer Decision Making Models.
