Consumer Behaviour and Marketing Communication: An Indian Perspective Ajay Kumar

Consumer Behaviour and its Applications

Consumer Behaviour and Market Segmentation

Environment Influence on Consumer Behaviour

Individual Determinants of Consumer Behaviour

Consumer Decision Making

Behavioural Based Safety Management

Consumer Protection Act, 1986

Retail Consumer and Outlet Selection Behaviour Pattern

Customer Relationship Management (CRM)
Misbehaviour of Customer and Marketing Activities

Consumer Loyalties Repeat Purchase Behaviour

Introduction to Marketing Communications Management









Advertising and Campaign Planning









Integrated Marketing Communication

E-Commerce an Effective Tool of Marketing Communication





















Rural Buying

The study of consumer behaviour has become one of the most important disciplines of marketing and biggest challenge in the 21 century for the marketing organizations is to increase their market share and also increase their profitability. To achieve this objective, everyone in the marketing organizations, needs to understand the consumer psychology.

In this book, authors have tried to explain the consumer behaviour as a science which is derived from various multi-disciplines like, economics, social science, anthropology, etc.



The book is divided into two parts. PART I: Text describes the psychological aspects of consumer behaviour with various theories, models and principles of Consumer Behaviour. It also describes the field of marketing communication and the institutions through advertising and various tools of sales promotion. PART II: Cases & Articles presents various cases and articles which help the readers to explain more about this discipline.