Part-I: Introduction •Consumer and Consumption: Pivot of Economy and Business • Decision Theory • Stylized Facts of Business and Economy Circular Flows and Stocks of Men, Materials, Money and Consumption • Hedonism, Materialism and Utilitarianism—Base of Consumer Behaviour, Part-II: Economic Models of Consumer Behaviour • Utility Analysis of Consumer Behaviour • Law of Equi-Marginal Utility • Indifference Preference Analysis of Consumer Behaviour • Indifference Preference Analysis Merits, Demerits and Practical Applications, Part-III: Managerial Models of Consumer Behaviour • Derivation of Demand Curve/Function • Aggregate Consumption Function Theory and Applications • Consumer Protection in India and the Consumer Protection Act, 1986, Part-IV: Empirical Models of Consumer Behaviour • Models—Concepts and Types • Models of Consumer Behaviour • Culture and Motivational Involvement Theories of Consumer Behaviour, Part-V: Manipulation of Consumer Decisions • Learning Theories and Models of Consumer Behaviour • Social and Economic Background of Consumer Behaviour • Influence of Groups on Consumer Behaviour • Changing Profile of Consumer and Consumption Baskets • Communication, Advertising and Consumer Behaviour • Diversification of Consumption Baskets and Consumer Durables • Growth of Income and Aggregate Consumption in India: Analysis in Macro Framework • Generalization of Engel's Law of Consumption • Intellectual Capital, Branding and Brand Value • Purchase Decision Makers for Households
- Conceptual and theoretical clarity.
- Critical evaluation of arguments.
- Explanatory illustration of points and arguments with relevant Indian examples.
- Practical demonstration of procedures of application of concepts and theories to data.
- Implicit and explicit theorizing.
- Selected cases of practical application of celebrated and well-established theoretical paradigms to the Indian context.