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Consumer Behaviour

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This book is written specifically for students pursuing the subject of Consumer Behaviour, at the postgraduate level (MBA) at Jawaharlal Nehru Technical University, Hyderabad. Efforts have been made to blend both concepts and applications from the field of consumer behaviour.

This book can be used as a textbook for consumer behaviour and is as per the syllabus prescribed by the Jawaharlal Nehru Technical University, Hyderabad. Students may find this textbook interesting since considerable efforts have been made to present the material clearly and in a style which is simple, easily readable and motivating. Language in the entire text is presented in a simple language, concepts supported by real examples (where-ever possible), figures, tables and attractive sketches. The entire textbook is divided into five units comprising of 13 chapters in total. Each chapter begins with learning objectives, then continues with Structure, Introduction, Subject matter and concludes with Summary so as to reinforce the major points. The `Chapter Questions` provided for at the end of each chapter is to enable students to test themselves with regards to the concepts discussed therein and get a practical know-how of the same by carrying out the `Activity mentioned`.

Book Content of Consumer Behaviour
UNIT − 1

  1. Introduction to Consumer Behaviour
  2. Understanding Consumers and Market Segments
  3. Consumer Motivation
  4. Consumer Perception
  5. Consumer Personality and Memory (Information Processing)
  6. Attitude Formation and ChangeUNIT − 2
  7. Social and Cultural Environment
  8. Reference Group and Family InfluenceUNIT − 3
  9. Communication and Consumer Behaviour
  10. Diffusion of Innovations
  11. Models of Buyer BehaviourUNIT − 4
  12. Consumer Decision Making ProcessUNIT − 5
  13. Consumerism



Year of publication






Dr. Suja R. Nair


Himalaya pub