The book, Consumer Behaviour, is written in easy language and lucid style. It examines the importance of understanding consumer behaviour and tools and techniques available for doing so. The book highlights consumers motivation, goals, incentives and uncertainties. It studies differences between new and repeat buyers and covers market segmentation, evaluation of consumer attitudes and buyers behaviour in the marketplace. All marketing students, executives and managers especially those with marketing responsibilities or interest will find this book most ideal and useful. The book has been written as a textbook primarily for students pursuing B.B.A., M.B.A., D.B.M. and marketing courses. Marketing Executives, Managers and general readers can also appraise themselves of the subject.

Table of Contents:
1. Introduction; Behaviour is Neither Good nor Bad; Behaviour does not Change Much; Behaviour can be Categorized; Scope of Consumer Behaviour; Consumer Decision Process; 2. Market Segmentation; Stages of Seller’s Thinking; Need of Market Segmentation; Procedure of Market Segmentation; Bases for Consumer Markets Segmentation; Bases for Segmenting Industrial Markets; Requirements of Effective Segmentation; Evaluating the Market Segment; Possible Market Coverage Strategies; Criteria of Choosing a Market Coverage Strategy; Product Positioning; Sales Strategies; 3. Marketing Research; Contents of Market Research; Objectives of Market Research; Research as an Aid to Decision Making; Sources of Information; Uses of Market Research; Marketing Research and the Marketing Information Service; Problem Identification and Marketing Research; Consumer Research Strategies; Benefits of Marketing Research; 4. Consumer Behaviour and Marketing Strategy; A Frame Work for Consumer Analysis; Affect and Cognition and Marketing Strategy; Behaviour and Marketing Strategy; The Environment and Marketing Strategy; Consumer Analysis and Marketing Strategy; 5. Determinants of Consumer Behaviour; Determinants of Consumer Behaviour; Impact of Family; Impact of Social Roles and Statuses; Impact of Values and Lifestyles; Impact of Psychological Factors on Buying Behaviour; Consumer Vs Organisational Buyer Behaviour; Seven Behavioural Traits; 6. Models of Consumer Behaviour; Stage Model of the Buying Process; Decision Making; Models used by Consumers to Evaluate Alternative Brands; Strategies Influencing Buying Decision; Steps between Evaluation and Decision; Post-purchase Behaviour; 7. Culture and Consumer Behaviour; Culture and Consumer Behaviour; Advertising Cultural Beliefs and Values; Elements of Cultural Learning; The Measurement of Culture; The Yankelovich Monitor; Core Values; 8. Subculture and Consumer Behaviour; What is Subculture?; Nationality Subcultures; Religious Subcultures; Geographic and Regional Subcultures; Racial Subcultures; Age Subcultures; Sex Roles and Consumer Behaviour; 9. Global Sales Perspective; Consumer Behaviour in Different Societies and Culture; Cross-Cultural Consumer Analysis; Alternative Multinational Strategies; A Product-Recognition Continuum for Multinational Marketing; Alternative International Marketing Strategies; Cross-cultural Psychographic Segmentation; Five Psychographic Segments of the Russian Market; Marketing Mistakes; Japanese Way of Selling; 10. Opinion Leadership and Consumer Behaviour; Nature of Opinion Leadership; Opinion Leadership Motives; Measurement of Opinion Leadership; Profile of Opinion Leader; Frequency of Opinion Leadership; The Interpersonal Flow of Communication; A Broader Approach to Interpersonal Communication; 11. Diffusion of Innovations; What is Diffusion of Innovation?; Diffusion Process; Product Characteristics Influencing Diffusion; Resistance to Innovation; The Channels of Communication; The Social System; Role of Time in Diffusion Process; Adopter Categories; Stages in the Adoption Process; The Innovation Decision Process; Profile of the Consumer Innovation; Are there Generalized Consumer Innovators?; 12. Group Dynamics and Consumer Behaviour; Bases of Classification of Groups; Chief Characteristics of Group-Life; Primary Group; Secondary Group; Aspirational Group; Reference Group; Factors Affecting Reference Group Influence; Reference Groups and Consumer Conformity; 13. Organisational Buyer Behaviour; Nature of Organisational Buying; Market Structure and Demand; Factors Influencing Organisational Buyer Behaviour; Organisational Buying — Decision Process; 14. Consumer Rights and Social Responsibility; Social Responsibility; Case for Social Responsibilities of Business; Case against Social Responsibilities of Business; Limits to Social Obligations of Business; 15. Cases; Maruti Ltd.; Rasna; Buying a Personal Computer; Sultan Chand and Sons; Attir Co. Ltd.; Indian Cinema Houses; I.C.I.C.I. Prudential Life Insurance Co.