3 Review(s)

Consumer Behavior is the text that set the standard for consumer behavior study. The book explores how the examination and application of consumer behavior is central to the planning, development, and implementation of marketing strategies. The tenth edition captures the impact of new media on consumer behavior and focuses on the marketer’s ability to learn more about customers’ purchases in order to implement a strategy with greater precision. In this edition, Professor Ramesh Kumar has added extensive cases, discussions, and examples relevant to Indian consumers and markets, creating a global perspective and making this pioneering textbook even more interesting to Indian students. Salient Features End-of-chapter cases: Case studies appear at the end of every chapter. These show students the real-life application of the concepts just covered so that they can understand how real companies use consumer behavior to create marketing strategies. Coverage of new media: Consumers today are increasingly impacted by the growing influence of new media. The tenth edition addresses this influence by providing students with new and extensive coverage of the use of new media in creating more effective targeting strategies. Focus on global coverage: Discussions and examples appear throughout the text, demonstrating the importance of cultural differences in both domestic and multinational marketing. Detailed coverage of Indian markets: Since consumer behavior is often culture-specific, the peculiarities of Indian culture and values that affect marketing strategies, as well as the nature of Indian markets, have been discussed in depth. Marketing strategies of many Indian brands over the decades have been discussed as examples and cases.