In the complex world of Sales & Marketing across FMCG, Healthcare, NBFC, and Logistics sectors, I have navigated through 22 years of dynamic encounters with customers whose rationality seems as fluid as the markets they inhabit. The unpredictability of consumer whims has been both a challenge and a fascination, prompting me to delve deeper into the intricate realm of consumer behaviour—a discipline where perceptions, beliefs, emotions, and social influences converge to shape purchasing decisions.
Consumer behaviour, rooted in psychology, transcends mere transactions; it unfolds as a tapestry of human desires and motivations. From deciphering elusive wants to decoding the sway of social persuasions, this sub-discipline offers profound insights essential for any strategist in today’s volatile, uncertain, complex, and ambiguous (VUCA) marketplace.
My journey, however, did not end with field experiences alone. For the past 24 years, I have embraced a parallel path as a Professor of Marketing Management, witnessing firsthand the evolution of academia to meet the demands of an ever-changing global landscape. The Indian market, an ’emerging’ force, spurred me to contribute to this evolving narrative through a book that not only connects theoretical frameworks of consumer behaviour but also enriches them with Indian context, examples, and case studies.
This book is a culmination of insights gleaned from interactions with students—each a catalyst for my own learning journey. Their diverse perspectives and probing questions have shaped not only my teachings but also this manuscript, which seeks to bridge academic rigor with practical relevance.
The book has been published by Kabdwal Book International.
I extend my deepest gratitude to all my students and colleagues, the customers whom I have sold products, competitors, my critics, my supporters all of them.
As you embark on this exploration of consumer behaviour, may these pages not only inform but also inspire new strategies, innovations, and a deeper appreciation for the intricate dance between consumers and markets. Join me in unravelling the mysteries of consumer behaviour—a journey where understanding leads to innovation and where every interaction offers a new revelation.
HAPPY READING!!!
