Consumer Behaviour & Marketing Communication

Over the years, the complexity and competition in the marketplace have made the study of consumer behaviour of vital importance. It is a vast and complex subject and understanding and 'knowing consumers' is not that simple. It is almost impossible to predict with total accuracy how consumer(s) will behave in a given situation. Marketers develop and direct their communications to influence consumers' behaviour in a desired manner and for this reason they are keenly interested in the wide variety of behaviours that consumers display. On the other hand, consumers are moved by a complex set of deep and subtle emotions. Their behaviour springs from deeply held cultural values, motivations, perceptions of the world, their attitudes and situations, common sense, impulse or whimsy. As one can imagine, all this is the outcome of a large number of external and internal influences. In an attempt to meet the students' requirements, this book discusses the topics of advertising and sales promotion in sufficient detail. The book is divided into two sections. The first part deals with the aspects of Consumer Behaviour and the second part consists of the topics of Advertising and Marketing Communication. This book would be relevant to the Indian students as it contains lots of Indian examples. Every effort has been made to make the book student friendly and the text is easy to comprehend.