Consumer Behaviour And Branding: Concepts, Readings And Cases-The Indian Context
- ISBN-10
- 8131722368
- ISBN-13
- 9788131722367
- Category
- Brand name products
- Pages
- 624
- Language
- English
- Published
- 2009-09
- Publisher
- Pearson Education India
- Author
- S. Ramesh Kumar
Description
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
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