9788176298537 - Changing Lifestyle and Consumer Behaviour de Rao, T.S. (1 resultados)

Hardcover. Condición: As New. Contents Foreword. Preface. 1. Introduction. 2. Consumer perceptions for personal care products. 3. Consumer perceptions for household products. 4. Consumer choice determinants. 5. Lifestyles and consumer behaviour. 6. Conclusions. Bibliography. Index. This book deals with the changing consumer lifestyle which reflects the consumer preferences and behaviour that develop and emerge from the dynamics of living in a society. It introduces the concept of consumer lifestyle which is now acquiring prominence in the research field of consumer behaviour as a result of ongoing changes in today's marketing. The study gains a clear perception of the consumer perceptions on brand image choice determinants and their product related behaviour believed to play an influential role and relates them in the context of consumer lifestyles. It makes an attempt to develop psychographic profiles of the consumers applying a large inventory of AIO statements to classify them in specific lifestyle and finally develops relationship between lifestyle variables with those of their chosen products. The core of the study intends to visualize the consumer's lifestyles through their cultural trends needs attitudes interests and values which are closely associated with the consumer behaviour. The study is based on the survey conducted in the twin cities of Hyderabad and Secunderabad considering their urbanized characteristics and multi cultural background. The conclusions drawn and the implications provide immense scope for better understanding of market segmentation and to target the potential consumers with creative positioning strategies. This book is a valuable contribution in the area of consumer behaviour and shall be useful to the academics apart form the practitioners associated with market research. 250 pp.