Conceptual issues in consumer behaviour: the Indian context

Abstract

Conceptual Issues in Consumer Behaviour --- The Indian Context attempts to link behavioural concepts with real examples from Indian marketing. It does not offer part-breaking frameworks; nor is it intended for scholars. But it hopes to enable a student of marketing in understanding the use of concepts in the backdrop of a familiar, identifiable environment. The book will also help practicing marketing executives to understand the utility concepts in triggering thought processes that eventually produce marketing strategies. This trigger is the value which concepts can add to the decision-making process of an executive.