IIMB’s Prof. S. Ramesh Kumar is co-author of new edition of text book on Consumer Behavior

20 December, 2018: Prof. S. Ramesh Kumar, IIMB Chair of Excellence and faculty from the Marketing area, has co-authored the new edition of text book on Consumer Behavior – Schiffman L., Wisenblit J., and S. Ramesh Kumar, Consumer Behavior, Pearson 12 Ed,2019.

Consumer Behavior makes the learning associated with the mind experiential as it combines both the rational and the emotional parts of the brain. The realities and complexities of the Indian context make the study of consumer behavior an experiential reading. This edition of the book captures the behavioral nuances of the Indian marketing scenario with its unique cultural moorings, contemporary lifestyles, the vibrant side of mass marketing, the inroads of digitalization and the wide variety of contexts that are specific to these markets.  

• This edition of the book has the following highlights:
• Touch of Reality material that connects concepts with the reality of Indian context
• Brands-Consumer Behavior and digital interface across chapters
• Conceptual themes for important chapters (elaborate application of theoretical concepts)
• Application of classical theories as well as the appreciation of contemporary research
• Several additional conceptual perspectives new to the edition
• An appreciation of online and offline consumer behavior that is compatible with the Indian context
• Elaborate classroom case studies of Indian brands that are marketed that are published by Indian Institute of Management Bangalore and marketed through Harvard Business School case collection that are used in several universities across the globe.