Consumer Behaviour
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Consumer Behaviour
Book Details
- Publisher: Sultan Chand & Sons
- ISBN: 9789349290471
- Edition: 3rd Edition
- Language: English
- Weight: 900.00g
- Title Code: 849
- Author: Gupta S.L., Pal Sumitra
About the Book
The 3rd Edition of this book by Gupta S.L. and Pal Sumitra, published by Sultan Chand & Sons, provides a comprehensive understanding of Consumer Behaviour, focusing on the psychological and decision-making processes behind consumer purchases. The book explores key aspects such as motivation, social influences, and the impact of family, culture, and peer groups on consumer preferences.
It also examines how perception, memory, and past experiences shape buying decisions, along with the development of consumer attitudes and brand loyalty. The content is designed to bridge the gap between theory and real-world application, making it highly useful for students as well as professionals.
Salient Features
- Comprehensive coverage of consumer behaviour concepts.
- Interactive chapter-opening case studies to engage and stimulate learning.
- Integration of AI tools for modern learning approaches.
- Indian case studies from various industries to provide practical insights.
- Practical exercises to connect theoretical knowledge with real-world applications.
This book is an essential resource for students of commerce, management, and marketing, helping them understand consumer psychology and apply it effectively in business scenarios.
