Consumer behaviour ramesh kumar pdf

What is consumer behaviour by Philip Kotler?
As defined by Kotler & Keller [1] consumer behavior is the study of how people and groups make decisions about what they want and how they get it..
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.

What is Chapter 4 of consumer perception?

Chapter 4 explores consumer perception, which consists of selecting, organizing, and inter- preting marketing stimuli

Chapter 5 describes the learning process and how past shopping experiences affect subsequent buying

Chapter 6 looks at the formation, study, and strategic applications of consumer attitudes

Belonging to the domain of Marketing, Professor Ramesh Kumar joined IIMB in 1995

His key areas of interests include exploring the application of marketing/consumer behaviour concepts in the Indian context