Consumer Behaviour , By Sarmistha Sarma, Dreamtech Press, New Delhi, 2019, Pages 424, Price ₹ 595.

Consumer Behaviour is one of the key course in the marketing domain. It generates substantial academic interest and research which have in turn enriched the field of consumer behavior . This book is a comprehensive overview of Consumer Behaviour being mapped in the Indian context. As stated in the preface, the book has been designed covering all the major topics of consumer behavior , consisting of thirteen crucial chapters. The approach to the subject is chronological and descriptive. The book begins with the genesis of consumer behavior , its key concepts and then gradually relates these with the evolution of marketing concept, touching upon marketing mix, product life cycle and new product development. The introductory chapter is followed by chapters on other significant aspects discussing consumer research, segmentation, consumer motivation, personality and consumer behavior , consumer perception, learning, attitude, group influence, social class, culture and family . The concluding chapters discuss consumer influence and diffusion of innovation and models of consumer behavior . The chapters include important pedagogical elements of the major topics and sub topics of the course such as learning objectives, summary , key terms, concept review questions, critical thinking questions, internet exercises and case study . The exhibits in each chapter narrate the story of brands and are majorly news pieces retrieved in the year 2012-13.