Consumer behaviour is a dynamic and multidimensional process and reflects the totality of consumers’ decision with respect to the acquisition, consumption and disposition of goods, services, activities and ideas.
Most of the marketing problems arise because the products and services and marketing programmes are not in harmony with consumer’s mind. The study of consumer behaviour tries to harmonise marketing programmes and strategies with consumer needs. In India, due to increase in diversity of population and the ever-expanding choices and freedom makes the study of consumer behaviour a must for the marketing function. The 21st century is not going to be happy with “consumer satisfaction” but is certainly with “consumer delight”. This book is an effort to pave for this paradigm shift.
The entire book is divided into six chapters. The first chapter explains the concept, significance, determinants and models of consumer behaviour. The empirical investigation for collection of primary data has been undertaken through a research methodology in the second chapter. The third chapter highlights the importance of psychological factors in consumer behaviour. The fourth chapter includes the role of personal factors. The fifth chapter incorporates the influence of social and cultural factors. The conclusion has been drawn in the sixth chapter.
The book is useful to the students, research scholars, marketers, business firms and psychologists.