CONTENTS :- Part One - Consumer Behaviour Section I: Introduction and Overview to the study of Consumer Behaviour; Section II: Individual Determinants of Consumer Behaviour; Section III: Social Process; Section IV: Consumer Decision Making and after sales Issues; Section V: Applications and Ethics; Section VI: Industrial Buyer and Service Marketing; Section VII: Cases; Part Two - Marketing Research Section I: Introduction, Nature and Scope of Marketing Research; Section II: Methods of Collecting Data; Section III: Research Process and Analysis; Section IV: Information and Applications of Marketing Research; Section V: Cases;
