Category: consumer behaviour

Consumer Behaviour

When it comes to understanding human behaviour, few disciplines are as important as consumer behavior theory. By studying how people interact with the products and services they use, researchers can better understand why people make the choices they do. This information can then be used to develop more effective marketing campaigns and products that appeal to consumers. Consumer behaviour study is a complex field, but it’s one of the most important areas of study when it comes to understanding people.

There are many different factors that influence consumer behaviour. Some of the most important include: 

-Psychology: This includes things like our motivations, needs, and desires. 

-Sociology: This includes cultural influences, social norms, and family dynamics. 

-Environmental Factors: This includes things like the economy, political environment, and technological advances. 

-Individual Factors: This includes things like  age, gender, and personality. All of these factors play a role in shaping consumer behavior, and understanding how they work is essential for businesses hoping to boost their sales. 

By taking all of these factors into account, here are few of the indepth researches done by Professor Varsha Jain which can help you understand the different dynamics of consumer behaviour reserach, branding research, advertising research and many others.

consumer behaviour

The moderating role of consumer personality and source credibility in celebrity endorsements

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consumer behaviour

Structured Abstract: Discovering Relationships Between Indian Luxury Brands and Indian Consumers

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consumer behaviour

Repositioning the customer support services: the next frontier of competitive advantage

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consumer behaviour

Internet Addiction and Its Impact on Consumer’s Buying Behaviour: A Conceptual Framework: An Abstract

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consumer behaviour

Impact of Smell on Consumer Purchase Intention at High and Low Purchase Decision Involvement Level

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consumer behaviour

How brands are using nonlinear marketing to address consumer resistance to traditional marketing strategies

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consumer behaviour

Generation Y as a digital consumer: A conceptual framework for mobile marketing in India

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consumer behaviour

Factors affecting the brand image of yoga: Perceptions of consumers and instructors

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consumer behaviour

Effects of show windows on female consumers’ shopping behaviour

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About us

Prof. Varsha Jain, Ph.D., is a globally renowned Professor in the area of Integrated Marketing Communications and the Co-chairperson

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