'Consumer Behaviour' a book co-authored by Professor S Ramesh Kumar from the Indian Institute of Management Bangalore along with Leon Schiffman and Lezlie Kanuk in collaboration with Joseph Wisenblit (Pearson) was released at IIMB on June 18, 2010. 

According to Professor Ramesh, the unique proposition of the book is its focus on diverse examples specifically in the Indian context. Apart from being very relevant to Indian readers, these examples   provide linkages with various concepts across chapters. The book reflects on how Indian cultural aspects have an impact upon strategies followed by brands in the Indian environment. Students will be able to understand how an emerging market like India is different from developed markets like the US or Europe. 

Some of the unique features of the book are: 

• New and extensive coverage on the use of new media in creating more effective targeting strategies and customized promotional messages.
• New discussions on the role of consumer behavior in advancing marketers' social responsibility and ethics
• Greater emphasis on applying the knowledge of consumer behavior in the development of marketing strategies
• Enhanced coverage of the global dimensions of consumer behavior throughout the book.
• Learning objectives are stated at the beginning of each chapter and identified at the start of the corresponding sections in each chapter.
• Many of the cases in this edition are brand new, with two cases appearing at the end of each chapter

Revised exercises that focus on critical thinking and the application of material to real world situations 

Belonging to the domain of Marketing, Professor Ramesh Kumar joined IIMB in 1995. His key areas of interests include exploring the application of marketing/consumer behaviour concepts in the Indian context. His specific research interests include branding-consumer behaviour interface, relationship marketing and combining online and offline marketing strategies. 

Professor Ramesh Kumar has about twenty years of industrial and teaching experience and was awarded the ICFAI Best Teacher Award by the  Association for India Management Schools (AIMS). He specializes in the application of marketing and consumer behavioral concepts in the Indian context and has written six books on the theme. 

'Marketing and Branding - The Indian Scenario' (Pearson) deals with Indian examples based on basic marketing concepts. The book has commendations from world class academicians and marketing practitioners. 

'Marketing Nuggets - Conceptual Dimensions in Marketing' (Vikas) won the first prize awarded by The Federation of Educational Publishers in India. 

'Application Exercises in Marketing' (Vikas) deals with, exercises concerning practical issues across product categories in the Indian context.  This book provides exercises for conceptual applications in Marketing. 

'Managing Indian Brands - Marketing Concepts and Strategies' (Vikas) deals with the application of marketing and consumer behavioral concepts in the Indian context. 

'Conceptual Issues In Consumer Behavior-The Indian Context' (Pearson) provides the Indian interface for several concepts in consumer behavior. 

Professor Ramesh Kumar's expanded book on consumer behavior is 'Consumer Behavior and Branding-Concepts, Readings and Cases-The Indian context'.   

Professor Ramesh Kumar is also on the editorial board of the Journal of Asian Business Studies along with academicians from the best of business schools across the world.