This book has been written to serve for the fifth semester BBA students those who are interested in the field of marketing. Now a days studying and understanding consumer behaviour is required for the success of a company in the competive market place and individual in the workplace. This book will help to understand the consumer behaviour accurateluy because of the simple explanation of each and every concepts with suitable example.
This title “Consumer Behaviour” provides them an opportunity to develop the skills necessary to meet the challenges. The impossible becomes possible to the endowed with resourcefulness. It is with immense pleasure we record our indebtedness to our parents and family members for the encouragement and timely support in completing the book.
Our customers are our readers, keeping this in mind and to add value to existing fund of knowledge in the students friends, we have taken this risk to write the subject lucidly, comprehensively and meningfully, using out intellectual capital to enhance the intellectual capacities of our readers.
Contents –
1. Introduction
2. Individual Determinants of Consumer Behaviour
3. Environmental Determinants of Consumer Behaviour
4. Consumer’s Decision Making Process
5. Consumer Satisfaction and Consumerism
