Developments in the realm of digitalization, cultural scenario and in consumer decision making— witnessed in the last couple of years—had brought about a need to revise Consumer Behaviour and Branding: Concepts, Readings and Cases-The Indian Context.

A book on Consumer Behavior

India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of the book. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study. This book focuses on the behavioural principles of marketing and its application to branding in the Indian context. * Consumer behaviour concepts associated with branding * A combination of recent and traditional examples reflecting the application of behavioural concepts * Touch of reality boxes to indicate context-based examples * Caselets and cases drawn from real-life situations * Research findings associated with the Indian context * Topical issues in consumer behaviour like cultural aspects, digital marketing and experiential branding

This book looks at customer value creation through marketing decisions and analyses the critical phases of theoretical and methodological advancements in solving certain problems and customer-centric issues that firms face. The chapters highlight how theories have been borrowed from sociology, psychology and economics to understand phenomena such as customer preferences and decision-making, and how operations research and statistical tools have been applied to take optimal decisions on marketing-related issues such as channel management and pricing. The volume covers an array of topics including marketing orientation, consumer behaviour, and marketing mix comprising the elements of product, price, promotion and place. The articles offer both methodological and theoretical contributions, and also discuss some key results of implementation of marketing strategies by various firms. This book will be of interest to researchers and students of marketing, consumer behaviour, business management, economics, finance, international marketing, services marketing and international business.

Positive consumerism is the backbone to a strong economy. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Observations of the Influence of Culture on Consumer Buying Behavior is an in-depth, scholarly resource that discusses how marketing practices can be influenced by cultural preferences. Featuring an array of relevant topics including societal environments, cultural stereotyping, brand loyalty, and marketing semiotics, this publication is ideal for CEOs, business managers, professionals, and researchers that are interested in studying alternative factors that impact the marketing field.