We have an immense pleasure in presenting the first edition of “Buyer Behaviour” as per the New Restructured Syllabus 2023-24 authored for students of UG Programmes. The subject matter is written in a simple and easily understandable language with sufficient support of real information. The language of the book is simple and the coverage of various units is exhaustive with case studies. This work is prepared as a basic material for learners to know completely about the Buyer Behaviour. We have tried to make the book very useful for the students but still we will thankfully solicit and incorporate the suggestions of our readers. The title “Buyer Behaviour” provides an opportunity to develop necessary marketing skills and ability to meet the challenges.
An attempt is made to provide students with thorough understanding of practicals on Buyer Behaviour concepts. In authoring the book, we have benefitted immensely from the studies of a number of books and articles authored by scholars spread over diversely.
Contents –
1. Introduction to Consumer Behaviour
2. Perception and Learning Theory
3. Impact of Culture on Buyer Behaviour: Social and Cultural Settings
4. Consumer Decision-making and Buyer Attitude
5. Models of Consumer Behaviour
