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This book provides a thorough analytical
insight into various facets of consumer
 behaviour
with special reference to India and pan Asia. The book focuses on the
phenomenal changes in the behavioural dimensions of the 21st century
consumers and their implications to the contemporary business world. The
purview of the book ranges from identification of needs to complex
decision-making processes of both B2C and B2B markets. Within its sphere
the book encompasses various internal and external influencing
parameters of the consumer decision-making process and consumer choice
heuristics. The book incorporates close-to-real-life opening vignettes
and closing cases as well as several exhibits to illustrate the concepts
and theories that form the basis of multifarious dimensions of consumer
behaviour.
About the
Author
 Dr.
Srabanti Mukherjee, a PhD from Bengal Engineering and Science
University, Shibpur, is a faculty member (Marketing) in the Indian
Institute of Management (IIM) Indore. As a teacher and researcher, her
focus areas are consumer behaviour, marketing to the bottom of the
pyramid, services marketing, and market research. She has a rich
experience of teaching in premiere educational institutions of the
country (including Visva Bharti University, Shantiniketan; Bengal
Engineering and Science University, Shibpur; Indian Institute of Social
Welfare and Business Management, Kolkata).
Dr. Mukherjee has published a number of
research papers, articles, and cases in various national and
international refereed journals. She has presented papers in several
international conferences and UGC sponsored national seminars. Prior to
joining IIM Indore, she had been a paper setter, moderator, and examiner
for various premiere Indian universities and institutes for a number of
times. Being a corporate trainer she has imparted training to several
reputed organizations such as Science museums, BDCs of Shantiniketan,
ESI Corporation, All India Institute of Hygiene and Public Health, and
Indiapost etc. |
