ISBN 9788177080940,Consumer Behaviour: Dynamics of Building Brand Equity

Consumer Behaviour: Dynamics of Building Brand Equity


New Century Press



New Century Press

Publication Year 2005

ISBN 9788177080940

ISBN-10 8177080946


Number of Pages 297 Pages
Language (English)


The last century witnessed many innovations, new concepts and techniques in the field of marketing. As the world has entered into the third millennium, the national and the international environment is surcharged with an all-round hyperactivity, posing new challenges for the markerters. With the emergence of the concpet of Total Quality Management (TQM), quality of the product has become a major tool of competition. Inspired byt the astounding success of many Japanese companies, several national and multinational companies are speding huge amounts of money in improving quality and in implementing the Total Quality Management concept.
About Author :
Dr. (Mrs.) Soma Sen Gupta secured her M. from South Campus, University of Delhi in 1993. Thereafter, She did her M.Phil. and Ph.D. from the Department of Commerce, Delhi School of Economics, University of Delhi. She has published a number of articles in reputed journals including Vikalpa (IIM, Ahmedabad) and Indian Journal of Commerce. Presently. She is a senior lecturer in the Department of Commerce, Kamla Nehru College, University of Delhi.
Contents :
Quality Management-Concepts and Dimensions
Interrelationship between Pricing, Brand Name and Quality
Buyer's Perception of Product Quality
Quality Perception: Durable Products
Quality Perception: Semi-Durable Products
Quality Perception: Non-Durable Products
Managing Quality Dynamics
Strategies for Product Management and Marketing