Consumer Behaviour And Branding: Concepts, Readings And Cases-The Indian Context
Author | : S. Ramesh Kumar |
Publisher | : Pearson Education India |
Total Pages | : 628 |
Release | : 2009-09 |
ISBN-10 | : 8131722368 |
ISBN-13 | : 9788131722367 |
Rating | : 4/5 (367 Downloads) |
Download or read book Consumer Behaviour And Branding: Concepts, Readings And Cases-The Indian Context written by S. Ramesh Kumar and published by Pearson Education India. This book was released on 2009-09 with total page 628 pages. Available in PDF, EPUB and Kindle. Book excerpt: India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of the book. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study. This book focuses on the behavioural principles of marketing and its application to branding in the Indian context. * Consumer behaviour concepts associated with branding * A combination of recent and traditional examples reflecting the application of behavioural concepts * Touch of reality boxes to indicate context-based examples * Caselets and cases drawn from real-life situations * Research findings associated with the Indian context * Topical issues in consumer behaviour like cultural aspects, digital marketing and experiential branding