About the BookThe 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 managers especially those with marketing responsibilities or interest will find this book most ideal and useful.
The book has been written as a textbook primarily for students pursuing B.B.A., M.B.A., D.B.M. and marketing courses. Marketing Executives, Managers and general readers can also appraise themselves of the subject.About the Author/sC.L. Tyagi, M.Com., LL.B. (Delhi), Ph.D. (Agra) has been in the academic field for more than forty-five years. He has been formerly at faculty in Rajdhani College [Delhi University]. He has also taught in foreign Universities for fifteen years. He is the author of Business Law, Company Law, Financial and Management Accounting and Advertising and Consumer Behaviour. At present, he is Director, SRM Institute of Management and Technology, Modinagar, Uttar Pradesh.
Arun Kumar, B.Com. (Hons.), LL.B., F.C.A. AMIMA, is working on various senior positions in multinational corporations. He has utilised his wide experience in management for writing a number of books on theory and practice of Management.