Consumer Behaviour and Branding: Concepts, Readings and Cases - The Indian Context

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Consumer Decision Making and Branding Strategies

While a number of psychological variables are useful in understanding the consumers’ psyche, it is worthwhile to probe into some specific aspects of consumer decision making (CDM) in order to formulate marketing strategies. Consumer decision making enables marketers to visualise a broad framework of stages and apply psychological or/and group variables to a specific product/market/brand situation. The process of decision making can provide several trigger points at a conceptual level, especially when a brand wants to position itself in a crowded product category or enter a “new-concept” product category or reposition itself.

Consumer Decision Making: Important Dimensions

• What kind of approach ...