Consumer Behaviour and Branding

摘要

This book is a reference that connects the conceptual field of consumer behavior with the Indian context. Divided in three parts, the book analyzes the concepts associated with consumer behavior, real life topical issues, practice- oriented research reading and three elaborate cases. Looking at the different sections within the book, the first partrndiscusses the vital aspects of consumer behavior and how these concepts relate to Indian brands. Topics like Brand Success, Branding statistics, Marketing Strategies, etc are discussed.