Marketing Research & Consumer Behaviour

ext is mainly for the students of ma. M.Sc., m.Com and mba with the purpose of blending both concepts and applications from the field of consumer behaviour and most importantly jargon has been avoided.About the authorprof p saravanavel-having more than three decades of teaching experience for m.Com and mba courses. S sumathi-ma in psychology as well as master degree holder in marketing management also holding pg diploma in digital electronics and computer applicationstable of contents section-I : marketing research nature and scope of marketing research types of marketing research marketing research process marketing research and marketing decision making marketing research organization scientific method and hyypothesis research design sampling design secondary sources of data primary sources of data attitude measurement and scaling techniques questionnaire design personal interview method processing, analysis and interpretation of data report writing application of marketing research product research research marketing research agencies and ethic issues section-ii : consumer behaviour consumer behaviour: an overview consumer behaviour and marketing decisions consumer research marketing segmentation the indian consumer environment influences on consumer behaviour personal factors-age & life cycle stage personality and self concept motives, perception, attitude and learning consumer decision process alternative evaluation purchase process consumer behaviour models diffusion of innovation organisational and industrial consumer behaviour consumerism consumer movement in india