4LTR Press, a Cengage Learning product, is a widely acclaimed concept of learning with a simple approach—creating an innovative teaching and learning solution built around today's learners and teachers. The idea behind bringing out this series of books is to introduce students and teachers in India to an innovative concept in management studies. Since the launch, 4LTR Press has helped more than 1,800,000 college students at over 2,000 schools succeed worldwide.
CB, a 4LTR Press product, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys; and presents the content in a visually-engaging page layout, keeping intact the high-quality content instructors need. It adopts a persuasive visual medium and offers a balanced approach, demonstrating how to use consumer behavior information gathered through different research tools to make strategic marketing decisions. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features.
- Systematic and methodical manner of coverage of topics
- Visually-appealing presentation
- Inclusion of real-life data/information of Indian consumers’ behavior relevant to each chapter
- Case studies at the end of every Part of the book
- The ever-changing macro and micro environments have considerable influence on consumer behavior, which are highlighted as box items in the chapters to provoke the thought process of the reader in formulating the appropriate marketing strategies.
- Chapter “In Review” pages at the end of each chapter
- Rich pedagogical features such as
- page-side definitions of important terms
- learning outcomes
- Chapter-end exercises
PART 1 Introduction
1 What Is CB and Why Should I Care?
2 Value and the Consumer Behavior Framework
PART 2 Internal Influences
3 Consumer Learning Starts Here: Perception
4 Comprehension, Memory, and Cognitive Learning
5 Motivation and Emotion: Driving Consumer Behavior
6 Personality, Lifestyles, and the Self-Concept
7 Attitudes and Attitude Change
PART 3 External Influences
8 Group and Interpersonal Influence
9 Consumer Culture
10 Microcultures
PART 4 Situations and Decision Making
11 Consumers in Situations
12 Decision Making I: Need Recognition and Search
13 Decision Making II: Alternative Evaluation and Choice
14 Consumer Behavior Research and Modeling
PART 5 Consumption and Beyond
15 Consumption to Satisfaction
16 Consumer Relationships
17 Consumer and Marketing Misbehavior with Consumerism
18 Organizational Buying Behavior
Endnotes
Glossary
Index
Ashutosh Mohan
Ashutosh Mohan is an assistant professor at Institute of Management Studies, Banaras Hindu University, Varanasi. He has done his MBA from Faculty of Management Studies, BHU and Ph.D. from Faculty of Management Studies (FMS)—University of Delhi (DU). He has nearly sixteen years of experience in teaching and research. Before joining Institute of Management Studies, BHU, he also served as lecturer at Centre for Management Studies, Jamia Millia Islamia, New Delhi. He has designed and taught courses on topics such as Marketing Management, Consumer Behavior, Services Marketing, Retail Management, Supply Chain Management and Logistics. He has conducted on campus and in company training programs for various companies such as, Apollo Hospitals, GAIL, NTPC, etc. He is reviewer to many reputed international and national journals like Journal of Supply Chain Management, USA. His research has focused on issues of Supply and Demand Chain Management and its collaboration with Marketing Management in Retailing and SMEs. His work on these and related areas has been published in referred journals such as Journal of Modeling in Management, Journal of Advances in Management Research, IIMS Journal of Management Science, Journal of Supply Chain Management Systems, etc. He is also recipient of AICTE’s Career Award for Young Teachers (CAYT) and CAPS Fellowship, USA. He has completed three major projects funded by ICSSR, New Delhi, AICTE, New Delhi and UGC, New Delhi. He has also authored two books.
