In this book we explore the fascinating aspects of consumer behavior. Looking at a number of stimulating and thought-provoking chapters, some of these are quickly identified with us being a consumer and others may be surprising and we want to read it.
When we watch an ad on TV, talk to friends about a movie we just saw, brush our teeth, go to a ball game, buy a new DVD, or even throw away an old pair of shoes. With assurance, for being a consumer reaches into every part of our lives. Given its prevalent nature, the study of consumer behavior has its relevancy for areas such as marketing.
Consumer Behavior = Psychological + Personal + Social + Cultural
Psychological = motivation, personality, perception, learning, beliefs and attitudes
Personal = age and life-cycle stage, occupation, lifestyle, personality
Social = reference groups, family, roles and status
Cultural = culture, subculture, social class system
This formulae of factors of consumer behaviors should be applied to everything whether you purchase a packet of cornflakes or a trendy car.
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Situn Krushna Sahu
Situn Krushna Sahu is an Assistant Professor, Writer, Manager, Consultant, Researcher and Marketer. He is currently the Assistant Professor in KIT (Berhampur, Odisha) part of department of Business Management. He has studied Engineering in Mechanical at the BNCOE (Pusad, Maharastra) and Post Graduate Diploma in Management at ICFAI Business School (Hyderabad, Telegana) before taking up a corporate job in ICICI Bank and subsequently academics jobs in GIET, Imperial Institutions.
He grew up with passion for marketing combine with his creative ability for making a career in it. With years of experience in marketing he has complied it in a book of Marketing Management which is useful for academicians and students.
He has rendered his involvement in many conferences, workshops and seminars. He has been a regular visiting faculty to so many Institutes and Universities. Browsing, watching TV, reading, singing, travelling, eating different cuisines and gardening are his hobbies.
