TY  - BOOK
AU  - Kumar, S. Ramesh 
TI  - Consumer Behaviour : : the Indian Context (Concepts and Cases)  
SN  - 9789332586499
U1  - R 658.8342 KUM(CON)Ed2 
PY  - 2017///
CY  - New Delhi 
PB  - Pearson India Education Services Pvt. Ltd. 
KW  - CONSUMER BEHAVIOUR
N1  - 1. Consumer Behaviour and Brands in the Indian Context 
2. Consumer Decision Making and Branding Strategies 
3. The concept of Perception and Its Impact on Marketing Strategies 
4. Learning Principles and Their Usefulness to Branding Associations
5. The Role of Motivation and Personality Dimensions in Brand Associations
6. Attitudes and Their Impact on Branding Strategies 
7. Diffusion Of Innovation : The Acceptance Of New Products and Brands 
8.The Concept of Reference Groups and Their Implications on B randing 
9. Dimensions of Culture and Branding 
10. Retailing and Consumer Behaviour Linkages to Branding 
Business Cases 
Bibliography 
Index 
Credits

ER  -