We have great pleasure in presenting First edition “Consumer Behaviour” written for students of UG courses. The related matters are written in a simple and easily understandable.
This volume is an attempt to provide the students with thorough understanding of Consumer Behaviour. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students’ interest.
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
