Consumer buying behaviour for white goods

ISBN-13: 9783845436241 / Angielski / Miękka / 396 str.

Govind Dave

Opis

With the growing complexity and importance of understanding consumer behaviour the need to provide specific approaches to marketers have increased considerable more so when products like colour televisions, home theatres, microwave ovens, refrigerators, washing machines, vacuum cleaners and food processor/juicer mixers offers different variety. Several new products have entered into product categories like entertainment, preservatives and cleaning under white goods industry, but still the basic questions remain unanswered as to what factors influences consumer perception / preference, status symbols / proportion of income spent and factors that motivates consumer brand switching. This book, therefore, provides insights into the all the major aspects of consumer buying behavior namely influence of advertising and sales promotion, and level of involvement on households buying behaviour. The analysis should help shed some light on creative aspect of advertising, launch of new technological products and in segmenting the markets and should be especially useful to professionals in Communications and Marketing fields, or anyone else who is interested to study consumer buying behaviour.

O autorze

Dr. Govind B Dave, MBA (Marketing & Entrepreneurship) from University of Madras, Completed Ph.D. in Management from S.P.Univ., Gujarat, and FDPM from IIM-A. Total work experience of thirteen years. Asst. Professor at Indukaka Ipcowala Institute of Management, Constituent of Charotar University of Science and Technology, Changa, Gujarat, India.