Preface The book Consumer Behaviour and Advertising Management has been written for the management students of Indian institutions. It clearly explains the fundamentals of the subject and is designed to give an insight to the students with Indian examples. The book is written in simple language so that it can be understood by the students and teachers. Almost all the topics on consumer behaviour and advertising have been covered in this book. The entire syllabi of the I.E.T. has been covered and the book will be useful for the students. All the factors effecting consumer behaviour and some cases have been dealt in the book. In advertising, besides the promotional tools, five 5 Ms of advertising, ethical and social issues have also been dealt in a comprehensive manner. Both the sections of the book are supplemented with brief examples of cases for the understanding of the students.

Acknowledgement This book could not have been written without the motivation and guidance of the publishers of New Age International (P) Ltd. They invited me to write a book on Consumer Behaviour and Advertising exclusively for the I.E.T. students. They guided me to cover all the aspects given in the course outline. My students, earlier, had appreciated and liked my book Consumer Behaviour which was written in simple language. I am thankful to the students who have been under me from a number of institutions. I would like to thank Mr. L.N. Mishra of Lucknow branch of New Age International (P) Ltd. who has been a source of inspiration. I want to acknowledge the help I received from my family members, and would like to thank my wife Shamin Khan, my daughters Maria and Sara and my son Ishrat who gave me time and discussed various issues with me. In would like to thank Prof. and Head of Deptt. Prof. J.K. Sharma, Dr. S. Medhabi, Dr. Rita Narang and my other colleagues and students whom I have been associated with. Thanks are also due to others who have helped me in bringing out this book.

ISBN: 978-8122425529