"It was a wonderful experience interacting with you and appreciate the way you have planned and executed the whole publication process within the agreed timelines.”
Subrat SaurabhAuthor of Kuch Woh Pal
In an era marked by rapid technological change, globalization, and evolving consumer expectations, understanding the behaviour of consumers has become more complex — yet more essential — than ever before. The way people shop, interact with brands, process information, and make purchasing decisions has undergone a seismic shift. It is in this context that this book, Decoding Consumer Behaviour: Insights, Trends, and Applications, takes form.
The objective of this book is to provide students, scholars, marketers, and professionals with a comprehensive and contemporary understanding of the psychological, social, economic, and technological forces that influence modern consumer choices. By blending classical theories with modern-day applications, this book bridges the gap between academic knowledge and practical market insights.
The chapters within explore a wide spectrum of topics — from traditional consumer decision-making processes to emerging trends like digital consumerism, influencer culture, neuromarketing, and sustainable consumption. Special emphasis has been given to the Indian market while drawing comparisons with global practices to give readers a well-rounded perspective.
Each chapter is supported with real-world case studies, current examples, and data-driven insights to help the reader connect theory to practice.
Write your review for this book (optional)
Review Deleted
Your review has been deleted and won’t appear on the book anymore.
Dr. Shubhendu Shekher Shukla, Dr. Saurabh Bajpai, Dr. Anuranjita Dixit, Ruchita Chauhan
Dr. Shubhendu Shekher Shukla is an accomplished academic and author with expertise in Digital Marketing, Marketing Analytics, Rural Management, and more. An Associate Professor at SRM Business School, Lucknow, he holds a Ph.D. in Management and has authored over 12 books on diverse management topics. A passionate educator and researcher, Dr. Shukla is also active in global academic circles and committed to promoting sustainable development through education and innovation.
Dr. Saurabh Bajpai is a seasoned academician with two decades of experience in management education and research. An Associate Professor at Babu Banarasi Das University, Lucknow, he specializes in Marketing, Consumer Behaviour, and Insurance Management.
With over 18 research papers published in reputed journals and several academic books to his credit, Dr. Bajpai is known for his impactful research, student mentorship, and leadership in academic planning. His work bridges academic theory with practical skill development in digital marketing and finance.
Dr. Anuranjita Dixit is a distinguished academician, author, and industry expert with over a decade of experience in international business and academia. A Gold Medalist and Ph.D. in International Business, she specializes in export-import procedures, logistics, and entrepreneurship.
She has authored several books and taught under programs supported by the World Bank and MSME, Govt. of Uttar Pradesh. A certified personality development coach and recipient of the Nari Shakti Award, Dr. Dixit is committed to empowering students and promoting women’s entrepreneurship.
Ruchita Chauhan is an accomplished academic and researcher with over 12 years of experience in management education. She currently serves as Head of the Department of Business Administration at SRM Business School, Lucknow.
With an academic background in Management and Mathematical Statistics, she is in the final stage of her Ph.D. and has published research papers and presented at national and international conferences. Dedicated to academic excellence and research, she actively contributes to professional development and knowledge in her field.
