Consumer behavior, 12th edition

Abstract

Consumer behaviour (12th edition) explores how the examination and application of consumer behaviour is central to the planning, development and implementation of successful marketing strategies. Additionally, the present edition has been molded keeping in mind that the Indian marketing context has several unique aspects that are different from a developed market. The diversity and nuances of such a context have been captured in the backdrop of conceptual frameworks. With an emphasis on developing a variety of useful skills, this text prepares students for careers in brand management, advertising and consumer research. The 12th edition has been significantly updated to address contemporary trends and issues, including the impact of modern technology on marketing and consumer behaviour, with coverage of the value exchange between consumers and marketers, astute positioning and more. The role of new media in providing students with a thorough understanding of how marketers can engage with consumers across social media platforms, manage successful, targeted campaigns and track and measure the results, is covered. There is a new section exploring the effects that hidden motives have on consumer behaviour in Chapter 3. Updated cases and caselets are included with features such as the “touch of reality” that connects concepts with the reality of Indian context and conceptual.