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Consumer behavior
First published 1978 · 725 pages
A comprehensive, structured deep-dive into the psychological and cultural gears that drive human purchasing decisions.
What it feels like
Reading this is like being handed the psychological blueprints to the modern marketplace. It moves at a steady, methodical pace, designed not for binge-reading but for careful study and strategic application. The atmosphere is distinctly intellectual and pragmatic, grounding abstract theories of human motivation in real-world marketing frameworks. You are guided by an authoritative, objective voice that breaks down complex cultural nuances, hidden motives, and the impact of digital media into digestible, actionable concepts. The prose is clear and pedagogical, relying on case studies and structured models rather than narrative flair. It is a deeply satisfying experience for business students and brand strategists who want to move beyond guesswork and truly understand the invisible forces shaping why we buy what we buy.
- Mood
- intellectual
- pragmatic
- structured
- Tone
- authoritative
- analytical
- instructive
- objective
- Pace
- steady
- Themes
- psychology of choice · cultural influence · hidden motives · strategic persuasion · market dynamics
- The writing
- Clear, methodical, and heavily structured, utilizing frameworks, case studies, and academic precision to unpack complex concepts.
- The arc
- Transitions from a broad curiosity about human decision-making to a structured, strategic mastery of market engagement.
- Who it's for
- Marketing students, brand managers, and business professionals eager to decode the psychological drivers behind why people buy.
About the book
Consumer behaviour, 12th edition explores how the examination and application of consumer behaviour is central to the planning, development and implementation of successful marketing strategies. Additionally, the present edition has been molded keeping in mind that the Indian marketing context has several unique aspects that are different from a developed market. The diversity and nuances of such a context have been captured in the backdrop of conceptual frameworks. With an emphasis on developing a variety of useful skills, This text prepares students for careers in brand management, advertising and consumer research. The 12th edition has been significantly updated to address contemporary trends and issues, including the impact of modern technology on marketing and consumer behaviour, with coverage of the value exchange between consumers and marketers, astute positioning and more. The role of new media providing students with a thorough understanding of how marketers can engage with consumers across social media platforms, manage successful, targeted campaigns and track and measure the results. A new section exploring the effects that hidden motives have on consumer behaviour in Chapter 3.
Description from Open Library.
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