Consumer Behaviour and Advertising Management

391 Pages·2006·4.28 MB·english

by  Matin Khan

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Copyright © 2006, New Age International (P) Ltd., Publishers
Published by New Age International (P) Ltd., Publishers
All rights reserved.
No part of this ebook may be reproduced in any form, by photostat, microfilm,
xerography, or any other means, or incorporated into any information retrieval
system, electronic or mechanical, without the written permission of the publisher.
All inquiries should be emailed to [email protected]
ISBN (13) : 978-81-224-2552-9
PUBLISHING FOR ONE WORLD
NEW AGE INTERNATIONAL (P) LIMITED, PUBLISHERS
4835/24, Ansari Road, Daryaganj, New Delhi - 110002
Visit us at www.newagepublishers.com
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The book Consumer Behaviour and Advertising Management has been written for the
management students of Indian institutions. It clearly explains the fundamentals of the subject
and is designed to give an insight to the students with Indian examples. The book is written in
simple language so that it can be understood by the students and teachers.
Almost all the topics on consumer behaviour and advertising have been covered in this
book. The entire syllabi of the I.E.T. has been covered and the book will be useful for the
students. All the factors effecting consumer behaviour and some cases have been dealt in the
book. In advertising, besides the promotional tools, five 5 Ms of advertising, ethical and social
issues have also been dealt in a comprehensive manner. Both the sections of the book are
supplemented with brief examples of cases for the understanding of the students.
—Matin Khan
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This book could not have been written without the motivation and guidance of the publishers
of New Age International (P) Ltd. They invited me to write a book on Consumer Behaviour and
Advertising exclusively for the I.E.T. students. They guided me to cover all the aspects given
in the course outline.
My students, earlier, had appreciated and liked my book Consumer Behaviour which
was written in simple language. I am thankful to the students who have been under me from
a number of institutions. I would like to thank Mr. L.N. Mishra of Lucknow branch of New Age
International (P) Ltd. who has been a source of inspiration. I want to acknowledge the help I
received from my family members, and would like to thank my wife Shamin Khan, my daugh-
ters Maria and Sara and my son Ishrat who gave me time and discussed various issues with
me. In would like to thank Prof. and Head of Deptt. Prof. J.K. Sharma, Dr. S. Medhabi, Dr. Rita
Narang and my other colleagues and students whom I have been associated with. Thanks are
also due to others who have helped me in bringing out this book.
—Matin Khan
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Preface v
Acknowledgements vii
PART I: Consumer Behaviour
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1.1 Introduction to Consumer Behaviour—Definition 4
1.2 Reasons for Studying Consumer Behaviour 5
1.3 Applying Consumer Behaviour Knowledge 6
1.4 Marketing Strategy and Consumer Behaviour 8
1.5 Market Analysis 9
Questions 12
1.6 Consumer Behaviour and Market Segment 13
1.7 Bases for Segmentation 14
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2.1 Introduction 18
Questions 23
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3.1 Introduction 26
3.2 Individual Determinants 27
3.3 External Environmental Factors Affecting Consumer Behaviour 29
Questions 31
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4.1 Introduction 34
Questions 40