Consumer Behaviour And Branding: Concepts, Readings And Cases-The Indian Context

Released on by S. Ramesh Kumar
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  • Consumer Behaviour And Branding: Concepts, Readings And Cases-The Indian Context Book Detail

  • Author : S. Ramesh Kumar
  • Release Date : 2009-09
  • Publisher : Pearson Education India
  • Genre : Brand name products
  • Pages : 628
  • ISBN 13 : 9788131722367
  • File Size : 88,88 MB
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Consumer Behaviour And Branding: Concepts, Readings And Cases-The Indian Context by S. Ramesh Kumar PDF Summary

Book Description: India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of the book. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study. This book focuses on the behavioural principles of marketing and its application to branding in the Indian context. * Consumer behaviour concepts associated with branding * A combination of recent and traditional examples reflecting the application of behavioural concepts * Touch of reality boxes to indicate context-based examples * Caselets and cases drawn from real-life situations * Research findings associated with the Indian context * Topical issues in consumer behaviour like cultural aspects, digital marketing and experiential branding

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