Consumer behaviour : text and cases

444 Pages·2012·15.99 MB·English

by  Ramneek Kapoor, Nnamdi O. Madichie

Consumer Behaviour
Text and Cases
About the Authors
Prof. Ramneek Kapoor is Director, Kothari Group of Institutions, Indore.
Earlier, he was the Principal, Omegan School of Business, Indore. He
has been associated with Indian Institute of Management (IIM), Indore
as a visiting faculty and has also been actively involved with many other
management institutes as visiting and adjunct faculty. He is a Ph. D.
examiner with the Department of Business Administration at a prominent
Indian university.
He is a well-known management trainer and author in the areas of sales,
marketing, and soft-skills. Among others, he has authored/co-authored
Fundamentals of Sales Management, International Marketing (2nd
edition), Services Marketing, Communication for Retail Professionals, andManagerial Skills. He
has presented several papers in these areas in various national and international seminars. He has
organised leadership training sessions for senior executives in several companies and organizations
such as BSNL, LIC, Caparo Group, Nicholas Piramal, Indore Management Association, and
Rotary Club. He also has more than 28 years of professional experience with many national and
multinational companies in the area of sales and marketing management.
Prof. Kapoor’s profi le has been published in the Who’s Who in the World: 2012 (29th Edition).
He has been named amongst the 100 Educators of the World 2012 by International Biographical
Centre, Cambridge, England.
Prof. Kapoor can be reached at [email protected]
Dr. Nnamdi O. Madichie is Associate Professor of Marketing &
Entrepreneurship at the College of Business Administration, University
of Sharjah (UAE). He is also Fellow of the Higher Education Academy
(UK), Fellow of the Academy of Marketing Science, USA (FAMS) and
Editor-in-Chief of the African Journal of Business & Economic Research
(AJBER). Prior to his current position in the Gulf region, he was Senior
Lecturer and Programme Leader for both the BA (Hons) in Marketing and
BA (Hons) in Business Studies at the Business School, University of East
London (UK).
Dr. Madichie’s research spans complementary areas of marketing
(entrepreneurial, sustainable and sports marketing). He maintains an active research agenda in areas
of marketing and entrepreneurship and has been recipient of the “Emerald Highly Commended Paper
Award 2009” as well as the prestigious “2010 Emerald Award for Best Practical Implications Paper.”
Dr. Madichie can be reached at [email protected]
Consumer Behaviour
Text and Cases
Ramneek Kapoor
Director
Kothari Group of Institutions
Indore
Nnamdi O. Madichie
Associate Professor of Marketing & Entrepreneurship
College of Business Administration
University of Sharjah (UAE)
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Consumer Behaviour: Text and Cases
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Preface
Today’s global business has brought into focus the true importance of adopting a customer centric
outlook by the marketing fi rms, because it is a well-known fact that all kinds of marketing begins
and ends with the consumer. In fact, the genesis of marketing can be found in the act of determining
consumer needs, designing the products, services and strategies to meet those needs, and fi nally
ensuring customer satisfaction by the marketers.
A marketer in today’s conditions has to think more like a psychologist. It has to undertake a
research into the consumer behaviour in order to understand as to how its consumers can accept,
perceive, and respond to its product offerings and other related market activities. The psychological
insights so gained into consumer behaviour are then utilised to determine its marketing plan, brand
and product positioning, and consumer communication strategy.
This book is an attempt to discuss consumer behaviour in an easy to understand manner. It
has been divided into 15 chapters for comprehensive discussion of various aspects of the subject.
Each chapter deals with an important concept of consumer behaviour and amply explains to the
reader that particular concept by taking examples and references from the real world scenario.
Rich chapter-end pedagogy including references, additional readings, chapter summary, objective
type questions (with answers) and review questions add value to the text for the students of the
subject. Each chapter concludes with a case on the theme of the chapter, making the concepts more
comprehensible. All the chapters have been so devised, so as to enable the readers to relate the
theory of consumer behaviour to the real world practices.
With its approach and design, we sincerely hope and believe that this book will fi nd wider
acceptance with both—the students as well as the teachers of the subject. We shall be grateful for
feedback and suggestions for further improvement in the book.
Ramneek Kapoor
Nnamdi O. Madichie

Acknowledgements
The publisher and the authors thank the following reviewers, among others, who reviewed the
manuscript of the book and contributed in its development as the present text-book, by giving their
valuable feedback and suggestions.
▲ Dr. Yaseer Mahfooz–Department of Business Administration, Aligarh Muslim University, Aligarh
▲ Prof. Seema Hariharno–School of Management, Sastra University, Tanjore
▲ Dr. M.S. Khan–Babasaheb Bhimrao Ambedkar University, Lucknow
▲ Prof. Shekhar Srivastva–IILM Academy of Higher Learning, Lucknow
▲ Prof. Girish M.–St. Aloysius Institute of Management and Information Technology, Manipal
▲ Prof. Subhokit Chakraborty–DSMS, Durgapur, West Bengal
▲ Prof. Manigrib Bag–Institute of Business Management and Research, Kolkata

Brief Contents
About the Authors ii
Preface v
Acknowledgements vii
1 Consumer Behaviour: An Introduction 1
2 Models of Consumer Behaviour and Decision-Making 39
3 Consumer Personality 61
4 Consumer Attitude 87
5 Consumer Motivation 112
6 Consumer Learning and Memory 133
7 Consumer Perception 154
8 Influence of Social Classes on Consumer Behaviour 176
9 Group Influences 215
10 Process of Consumer Decision-Making 235
11 Consumer Communication Process 272
12 Relationship Marketing and Consumer Behaviour 311
13 Market Segmentation 341
14 Consumerism and Consumer Movements: A Historical Perspective 374
15 Organizational Customer and Buying Behaviour 402
Index 423