Consumer Behaviour: The Indian Perspective

“Consumer Behaviour: The Indian Perspective” by Dr. Dileep Kumar M and Dr. Vijyata is a comprehensive academic textbook specifically tailored for undergraduate and postgraduate students in BBA, B.Com, BMS, and MBA programs. The volume provides an in-depth examination of the psychological, social, cultural, and economic forces that shape consumer purchasing decisions within the unique and diverse Indian market landscape. Through well-structured chapters, the authors seamlessly connect theoretical marketing concepts to real-world Indian business scenarios, exploring everything from traditional consumer habits to the modern digital e-commerce revolution. The book serves as an invaluable, practical guide for learners and aspiring marketing professionals dedicated to mastering the intricacies of consumer psychology and market strategy.