Consumer Behavior Theories: Convergence of Divergent Perspectives with Applications to Marketing and Management

Rajagopal has taken on a challenging subject when he looks at consumer marketing theories in his new book. As consumers change their purchasing patterns in the modern world, it is very difficult to properly take into account the media (social and traditional) that influence them, the kinds of role models they wish to emulate, and the other factors that drive their behavior. Rajagopal has produced a valuable guide to theories that contribute to our understanding of what consumers do and why. His emphasis on emerging markets is particularly important for the fastest-growing in the world today. As more and more cultures are incorporated into global markets, Rajagopal’s guidance on how to approach them will serve companies and analysts very well. — Robert Grosse, Professor of International Business, Thunderbird School of Global Management, Arizona State University
Behavioral theories of consumers have evolved through complex dimensions over the years and explained more in context of psychology than marketing. Professor Rajagopal has elucidated this complexity by explaining the consumer behavior theories with applied perspectives and delivering prolific managerial implications. This book sharpens functional skills of marketing managers and helps in attaining deeper insights to bridge theory and practice, and influence marketing strategies. Theoretical foundation, real examples, simple language, and thematic continuum of the book make it a must read for students, researchers, and marketers. —Angappa Gunasekaran, Dean and Professor, Charlton College of Business, University of Massachusetts Dartmouth
This book critically examines and analyzes the classical and neo-classical behavioral theories in reference to consumer decision- making across the business cultures. Discussions in the book present new insights on drawing contemporary interpretations to the behavioral theories of consumers, and guide the breakthrough strategies in marketing.

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