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CB: A South-Asian Perspective (Print on Demand)

Author(s): Barry J. Babin | Eric G. Harris | Ashutosh Mohan

ISBN: 9788131530719

1st Edition

India Release: 2016

₹1290

Binding: Paperback

Pages: 516

Trim Size: 279 x 216 mm

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CB: A South-Asian Perspective, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys; and presents the content in a visually-engaging page layout, keeping intact the high-quality content instructors need. It adopts a persuasive visual medium and offers a balanced approach, demonstrating how to use consumer behavior information gathered through different research tools to make strategic marketing decisions. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features.

Systematic and methodical manner of coverage of topics
Visually-appealing presentation
Inclusion of real-life data/information of Indian consumers’ behavior relevant to each chapter
Case studies at the end of every Part of the book
The ever-changing macro and micro environments have considerable influence on consumer behavior, which are highlighted as box items in the chapters to provoke the thought process of the reader in formulating the appropriate marketing strategies.
Chapter “In Review” pages at the end of each chapter
Rich pedagogical features such as
- page-side definitions of important terms
- learning outcomes
- Chapter-end exercises

Cengage Digital App includes Interactive eBook, Flashcards, Interactive Quiz and more.

PART 1 Introduction

1 What Is CB and Why Should I Care?

2 Value and the Consumer Behavior Framework

PART 2 Internal Influences

3 Consumer Learning Starts Here: Perception

4 Comprehension, Memory, and Cognitive Learning

5 Motivation and Emotion: Driving Consumer Behavior 107

6 Personality, Lifestyles, and the Self-Concept 131

7 Attitudes and Attitude Change 153

PART 3 External Influences

8 Group and Interpersonal Influence

9 Consumer Culture

10 Microcultures

PART 4 Situations and Decision Making

11 Consumers in Situations

12 Decision Making I: Need Recognition and Search

13 Decision Making II: Alternative Evaluation and Choice

14 Consumer Behavior Research and Modeling

PART 5 Consumption and Beyond

15 Consumption to Satisfaction

16 Consumer Relationships

17 Consumer and Marketing Misbehavior with Consumerism

18 Organizational Buying Behavior

Endnotes

Glossary

Index

Ashutosh Mohan

Ashutosh Mohan is an assistant professor at Institute of Management Studies, Banaras Hindu University, Varanasi. He has done his MBA from Faculty of Management Studies, BHU and Ph.D. from Faculty of Management Studies (FMS)—University of Delhi (DU).