CONTENTS:- Introduction to consumer behaviour; Consumer behaviour and marketing; Strategy; Consumer Involvement and decision making; Information search strategy and market segmentation; Consumer behaviour and advertising; Consumer motivation; Problems of advertising and consumer choice; Consumer perception and information processing; communication strategy; Consumer attitudes and attitude change; Personality and buying behaviour; Diffusion of innovation; Opinion leadership; Family decision making; consumer attitudes and purchasing behaviour; Consumer protection; consumer behaviour studies in India; Consumer orientation.
