Male and female consumers of different age groups display different buying behaviors, which makes it difficult for marketers to promote their products and services. To overcome this problem, marketers should understand perception and attitude as tools that measure consumer behavior and analyze the consumers’ behavior patterns and decipher the logic behind consumer behavior patterns. This book discusses these and related issues and also presents interesting case studies on Coca-Cola and rave dance culture, among others.
ABOUT THE AUTHOR G. Radha Krishna
G Radha Krishna holds a PhD in marketing, a bachelor's degree in Electronics and Communications engineering and a master's degree in Business Administration from the Osmania University. He has five years of experience in marketing of electronic industrial goods to various public and private sector companies in Andhra Pradesh. For the last ten years, he has had varied academic experience in various institutes of India like BITS, Pilani and TA Pai Management Institute. Presently, he is a faculty member at the Icfai Business School. His areas of interest include advertising and consumer behavior. He has also published and presented many research articles in various national and international journals, and conferences.
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