The book, Consumer Behaviour, is written in easy language and lucid style. It examines the importance of understanding consumer behaviour and tools and techniques available for doing so. The book highlights consumers motivation, goals, incentives and uncertainties. It studies differences between new and repeat buyers and covers market segmentation, evaluation of consumer attitudes and buyers behaviour in the marketplace. All marketing students, executives and managers especially those with marketing responsibilities or interest will find this book most ideal and useful . The book has been written as a textbook primarily for students pursuing B.B.A., M.B.A., D.B.M. and marketing courses, Marketing Executives, Managers and general readers can also appraise themselves of the subject.
ABOUT THE AUTHOR Arun Kumar
Arun Kumar has been watching the Indian poll scene for thirty years as a professional journalist. Since 1989, he has organized the election coverage of the Press Trust of India, the country's premier news agency – on five occasions for the Lok Sabha, besides numerous polls to the state assemblies. This is the fifth in the series of election books by the author. His works include, The Tenth Round: The story off the 1991 elections, The Battle for the Heartland, on the 1993 assembly elections, The Turning Point telling the 1996 poll story and On Coalition Course after the 1998 voting exercise. A Master in Political Science, with international relations, in 1980 he became the first Indian correspondent to serve in Pakistan after the 1965 Indo-Pak war. From one closed society, he went to another – China before returning back to India in 1988. Born in Delhi in 1946, Arun Kumar worked for a Delhi magazine and a newspaper in Ahmedabad before joining PTI in s1969. He now works as a Public Affairs Adviser.
ABOUT THE AUTHOR C.L. Tyagi
C.L. Tyagi, M.Com., LL.B. (Delhi), Ph.D. (Agra) has been in the academic field for more than forty five years. He has been formerly at faculty in Rajdhani College (Delhi University). He has also taught in foreign Universities for fifteen years. He is the author of Business Law, Company Law, Financial and Management. At present, he is Director, SRM Institute of Management and Technology, Modinagar, Uttar Pradesh.
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