Consumer Behaviour

Marketing Management is among the most dynamic of the business functions. On the one hand it reflects the ever changing market place and the constant evolution of customer preferences and buying habits, and of competition. On the other hand, it grows continually in sophistication and complexity as developments in management science are applied to the work of the Marketing Manager. If he or she is to be a true management professional, the marketing person must stay informed about these developments. An understanding of the economic, psychological and sociological characteristics of the consumers and their motives, attitudes, cognitions and personalities can help to discover new market opportunities, to provide a sharper segmentation of the market and a meaningful product diversification and to formulate marketing strategies based on consumer response as a major variable. A consumer gives much importance to the product offering of the firm rather than what the product really offered to him. Thus the knowledge of consumer behaviour makes it simple to analyse the market and plan appropriate strategies. The special feature of this book is that it covers all behavioural aspects of rural and urban consumers. It also emphasises on consumer buying motives, consumer buying decision, Brand loyalty, Dealer's views, etc.