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By Matin Khan

Appropriate for college kids pursuing classes in administration in universities and scholars in India, this paintings explains the basics of the themes and is illustrated with sensible examples in Indian surroundings.

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Extra resources for Consumer Behaviour and Advertising Management

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They represent a modest market and are loyal to their favourite brands. Makers They are in the action-oriented category. They have construction skills and value self sufficiency. Makers experience the work by working on it. They are people engaged in construction work and work with their hands and in the industry. They are politically conservative, suspicious of new ideas, they buy stuff which helps them in achieving their purpose. They buy tools, pick up trucks and, all that helps them in practical work.

This differs from the people in the North of India. Different cultures and habits are predominant in different parts of the world. Japanese have a different culture from that of USA, England or Arabian countries. Therefore, in consumer behaviour culture plays a very important part. Sub-cultural Influences Within a culture, there are many groups or segments of people with distinct customs, traditions and behaviour. In the Indian culture itself, we have many subcultures, the culture of the South, the North, East and the West.

These exert different influences on his consumption. Family Influence As has already been said, the family is the most important of the primary group and is the strongest source of influence on consumer behaviour. The family tradition and customs are learnt by children, and they imbibe many behavioural patterns from their family members, both consciously and unconsciously. These behaviour patterns become a part of children’s lives. In a joint family, many decisions are jointly made which also leave an impression on the members of the family.

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