Description
Consumer Behaviour 11/e by Schiffman and Kumar is a definitive guide to understanding consumer decision-making processes and market dynamics. This comprehensive textbook examines psychological, social, and cultural factors that influence purchasing behavior and brand loyalty.
The 11th edition, published by Pearson Education India, features full-color illustrations and contemporary case studies that bring consumer behavior concepts to life. It covers essential topics including perception, motivation, learning, attitude formation, and group influence on consumer choices.
Designed for business students and marketing professionals, this book provides practical frameworks for analyzing consumer trends and developing effective marketing strategies. The updated content reflects current digital consumer behavior, e-commerce dynamics, and emerging market challenges in a globalized economy.
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