Sultan Chand | Consumer Behaviour (An Indian Perspective) | Dr. S.L. Gupta, Sumitra Pal |

This book explores the psychological factors and decision-making processes behind consumer purchases. It covers motivation, social influences, and how family, culture, and peers shape preferences. The role of perception, memory, and past experiences in influencing decisions is also discussed. Finally, it highlights consumer loyalty and attitudes, focusing on how brands build lasting relationships with customers

Salient Features

• Comprehensive Coverage of Consumer Behaviour Concepts
• Interactive Chapter Opening Cases: Every chapter starts with an opening case study designed to ignite curiosity and encourage engagement with the upcoming contents of consumer behaviour.
• Interactive AI Tools
• Indian Case Studies: Real-life case studies from a variety of industries are integrated into each chapter to showcase practical applications of consumer behaviour concepts.
• Practical Exercises: Designed for both students and professionals, it effectively bridges theoretical concepts with real-world practice