• ISBN13: 9788126941339
• Binding: Paperback
• Subject: Business Management
• Publisher: Atlantic Publishers & Distributors (P) Ltd
• Publisher Imprint: Atlantic
• Publication Date: March 18, 2025
• Pages: 664
• Original Price: INR 995.0
• Language: English
• Edition: N/A
• Item Weight: 920 grams
• BISAC Subject(s): N/A

The Science of Consumer Behaviour: Tools and Techniques for Marketers offers an in-depth exploration of the key factors shaping consumer actions in today's dynamic market. Through comprehensive chapters on consumer cognition, expectations, perceptions, satisfaction and loyalty, this book equips marketers with the tools to understand and influence consumer behaviour effectively. Using models such as DISC, consumer neuroscience and the latest research on customer retention and loyalty programs, it provides actionable insights for creating meaningful customer experiences. Whether you're looking to refine your brand strategy, improve customer satisfaction, or leverage analytics, this guide is essential for navigating the complexities of modern marketing.

Dr Geetanjali Bendale is an accomplished marketing professor with a PhD from Jaipur National University and a background in Biomedical Engineering. She authored Marketing Renaissance 2024 and Marvels of Science and serves as editor for ten prestigious journals, including Diamond open access journals and ABCD Index Journals. With extensive experience, she mentors PhD and MBA students internationally, shaping future leaders in marketing.

Dr Deepak Motwani is an expert in marketing and entrepreneurship. He has over 13 years of experience mentoring 600+ startups and helping 220+ secure funding. He leads a nationwide investor network and collaborates with institutions like IIMA Ventures and IIT Ropar to foster entrepreneurship. Dr Motwani holds an engineering degree, a PGDM and a PhD.

Contact: drmotwanideepak@gmail.com

• Preface xv
• Acknowledgement xvii
1. Fundamentals of Consumer Cognition.............................. 1 2. Customer Expectations and Service Management...................... 15
• I. Introduction to Customer Expectations ………15
• II. Consumer Behavior and Customer Expectations……………….. 27
• III. Customer Experience Management………………………………………32
• IV. Managing Customer Complaints and Expectations……………. 38
• V. Service Recovery and Expectation Management…………………………… 43
• VI. Customer Journey Mapping and Expectations……………………………….. 47
• VII. Customer-centric Strategies for Expectation Management……………….52
• VIII. Technology and its Role in Meeting Customer Expectations…………………….59
• IX. Customer Feedback and Expectation Management……………….. 65
• X. Cross-cultural Expectation Management in India……………69
• XI. Customer Retention and Expectation Management…………………… 72
• XII. Measuring and Monitoring Customer Expectations…………. 75
• XIII. Ethical Considerations in Expectation Management ……………………………….79
3. Customer Perception and Brand Management............................. 84
• I. Introduction to Customer Perception……………………..84
• II. Technical Concepts of Perception………………………………. 88
• III. Consumer Behaviour and Customer Perception …………97
• IV. Brand Image and Customer Perception………….. 100
• VI. Consumer Decision-Making Process……………. 108
• VII. Perceptual Mapping and Competitive Analysis ………111
• VIII. Brand Equity and Customer Perception……….. 115
• IX. Advertising and Customer Perception……… 119
• X. Customer Feedback and Perception Management……….. 122
• XI. Perception Management in India: A Cross-Cultural Perspective……. 125
• XII. Measuring and Monitoring Customer Perception…… 127
• XIII. Ethical Considerations in Perception Management…….. 130
4. Customer Satisfaction in Indian Business Environment.......................... 135
• I. Introduction to Customer Satisfaction……………………………….. 135
• II. Understanding Customer Needs…………………. 138
• III. Customer Satisfaction Measurement Techniques……. 140
• IV. Managing Customer Expectations………….. 144
• V. Improving Consumer Satisfaction through Service Quality……….. 147
• VI. Building Customer Loyalty: Relationship Marketing Strategies……… 152
• VII. Technology and Customer Satisfaction……………… 156
• VIII. Analysing Customer Satisfaction Data…………. 162
• IX. Customer Satisfaction in Service Industries…………. 167
• X. Customer Satisfaction in Product Industries………….. 173
• XI. Ethical Considerations in Customer Satisfaction ………….178
• B. Practical Aspects of Customer Satisfaction……………….182
• I. Gap Analysis…………………. 182
• II. Gap Analysis in Relation to Service Quality………… 186
• III. GAP Analysis Techniques…………….. 192
• IV. Customer Satisfaction Survey……… 202
• V. Servqual Versus Servperf …………..205
5. Customer Retention Strategies in Business........................................ 207
• I. Introduction to Customer Retention………………… 207
• II. Customer Segmentation for Retention……………………. 212
• III. Customer Retention Strategies: Relationship Building…………. 216
• IV. Data Analytics for Customer Retention……….. 220
• V. Proactive Retention Measures ……….223
• VI. Technology and Customer Retention ……………..228
• VII. Customer Retention in Service Industries …………232
• VIII. Customer Retention in Product Industries ……………236
• IX. Measuring and Evaluating Customer Retention …………….240
• X. Ethical Considerations in Customer Retention …………….244
6. Customer Loyalty in Indian Business Environment.............................. 249
• I. Introduction to Customer Loyalty ……………….249
• II. Basics of Customer Loyalty ……………..252
• III. Consumer Behaviour and Purchase Decision Process …………265
• IV. Segmentation and Targeting for Customer Loyalty ………..269
• V. Customer Satisfaction and Loyalty …………..274
• VI. Relationship Marketing and Customer Retention …………..280
• VII. Customer Lifetime Value (CLV) and Loyalty Programmes …………….284
• VIII. Branding and its Effect on Customer Loyalty …………….288
• IX. Technology and Digital Engagement for Customer Loyalty ……………293
• X. Customer Feedback and Relationship Management ……….298
• XI. Employee Engagement and its Impact on Customer Loyalty ………..303
• XII. Cross-Cultural Customer Loyalty Management in India ……….307
• XIII. Customer Loyalty Challenges and Future Trends in India ……………………..311
• XIV. Technologies Shaping Customer Loyalty Strategies …………..314
7. Consumer Buying Behaviour ................. 316
• I. Introduction to Consumer Behavior ………..316
• II. Individual and Situational Factors that Influence Consumer Behaviour ….333
• III. Marketing Strategies and Consumer Behaviour ……………….336
• IV. Ethical Issues in Consumer Behaviour and Marketing ……….341
8. Customer Analytics.......................... 345
• I. Qualitative Techniques ……………………….345
• II. Quantitative Techniques …..356
• Appendices ……………..374
• Question Bank …………………..381
• Answer key ……………………….428
• References ……………………….585