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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 ...
Gone are the days when the Indian consumers had to live with the state owned life Insurance Corporation and the General Insurance Corporation as the only providers of insurance. With the denationalization of insurance industry in 1999, this sector has exhibited enormous potential. It offers a variety of products, thereby enabling the consumers to make a choice suiting their requirements. Insurance has been given ample importance not only in practical life but ...