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Consumer Behavior
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Textbook:
Pages : 374; Paperback;
210 X 275 mm approx.
Short Case Studies
Workbook:
Pages : 304; Paperback;
210 X 275 mm approx.
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Consumer Behavior helps students understand the internal variables like motivation,
personality, perception, learning, and attitude, and external variables like reference
groups, family, social class, and, culture, and their influence on consumer decision-
making process. It also discusses the consumers' acceptance of innovation, and their
purchase and post-purchase behavior. The impact of marketing communication on
consumers, and the need for its regulation have also been discussed in the book.
"We can believe that we know where the world should go. But unless we're in touch with our
customers, our model of the world can diverge from reality. There's no substitute for
innovation, of course, but innovation is no substitute for being in touch, either"
Marketing strategy of MNCs:
Marketing research various products, prices, distribution,
and promotion strategies. Marketers who collect accurate
and relevant information quickly and design their
strategies quicker than their competitors are more likely
to be successful.
The research process provides a scientific platform, contrary to the traditional intuitive
approach of decision making by managers which used to put large amounts of resources
of the organization at risk. Organizations in areas such as IT, pharmaceuticals, telecom,
manufacturing, transportation, advertising, banking, law, education and even
governments utilize marketing research to find solutions to different kinds of decision-
making problems.
Introduction to Marketing Research provides an overview of various marketing research tools and
techniques, and their application to different marketing problems.
1. Introduction to Marketing Research
2. Scientific Method
3. Research Proposal and Design 15. Sampling
4. The Research Process 16. Preparation and
5. Types of Research Tabulation of Data
6. Secondary Data 17. Tests of Significance
7. Commercial Surveys, Audits and Panels 18. Bivariate Measures of
8. Survey Research Association
9. Instruments for Respondent Communication 19. Multivariate Measures of
10. Experimentation Association
11. Data Collection and Errors 20. Analysis of Variance
12. Measurement in Marketing Research (ANOVA)
21. Marketing Research
Reports
22. Market Segmentation
23. New Product
Development
24. Advertising Research
25. Market and Sales
13. Attitude Measurement Analysis Research
14. Observation and Physiological Measures 26. Managing Marketing
Research
27. Ethics in Marketing
Research
Glossary
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Introduction
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