Ch.1 Introduction to the study of consumer behaviour. Ch. 2 Market research and consumer behaviour. <br/>Ch.3 Market segmentation and positioning. Ch.4 Roles and issues in advertising. Ch.5 The consumer decision-making process. Ch.6 Models of consumer behaviour. Ch.7 Psychological influences on consumer decision making. Ch.8 Sociological influences on consumer decision making Ch.9 Diffusion and innovation. Ch.10 Organizational buying. Ch.11 Consumer behaviour analysis and marketing strategy. Ch. 12 Consumer protection. Glossary. References.

This book established its importance and relevance to every consumer throughout the world. With the era of globalization, consumers are more and more exposed to different market trends, fraudulent sellers’ practices and increasing confusion as he is bombarded daily by relentless advertising and promotional campaigns. Understanding consumer behaviour work both ways – to the seller and the buyer. It is hoped that the features of this book which covered introduction to the study of consumer behaviour, to market research, segmentation and positioning, decision-making process, various models and role of advertising will give full insights to all concerned. Special attention is given to consumer protection which is the key in ensuring that the interest of every consumer is protected. The authors, in the previous book endeavoured to link theories, concepts and principles with real-life situation on the ground. This was done through activities and varied exercises which were based from the actual corporate experiences of the authors- both writers and individual consumers.

English