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🎙️ Welcome back to Revise and Resubmit – this is your Weekend Book Review! 📚☕
I’m so glad you’re here, because this weekend, we’re cracking open a gem that’s equal parts textbook and marketing masterclass. It’s titled "Consumer Behaviour", written by the incredibly accomplished Dr. Sangeeta Sahney, and published by none other than Oxford University Press on June 13, 2017. 💼📘
Now, let me tell you a bit about the mind behind the book. Dr. Sahney is not just a professor, she’s a force. With an MBA gold medal and a PhD from IIT Delhi, she’s currently the Dean at Vinod Gupta School of Management, IIT Kharagpur. She’s taught all over the map – from IIT Roorkee to AIT Bangkok – and her research on consumer behavior, organizational dynamics, and education quality management has turned heads across the globe. 🌏💡
Her book? It’s a 16-chapter deep dive into the fascinating, unpredictable, and often irrational world of Indian consumers. Ever wondered why your neighbor won’t switch detergent brands? Or how marketers sneak into your brain without you realizing it? From market segmentation and psychological triggers to family dynamics, lifestyle patterns, and the diffusion of innovation, this book lays it all out in a crisp, classroom-friendly, yet delightfully thought-provoking way.
And the best part? Every chapter begins and ends with real, relatable Indian and Asian case studies – so it’s not just theory, it’s strategy, with a pulse. Plus, there are exercises, quizzes, flashcards, and tons of bonus online content for both students and faculty. 🧠📝
Big shoutout and heartfelt thanks to Dr. Sangeeta Sahney and Oxford University Press for crafting this rich academic resource! 🙌📖
🔔 Don’t forget to hit subscribe to our podcast Revise and Resubmit on Spotify, check out our YouTube channel Weekend Researcher, and yes, we’re also streaming on Amazon Prime Music and Apple Podcast! 🎧🌐
So, here's what I’m wondering...
If marketers are always studying us, how often are we really making choices—and how often are we just playing out a script someone else wrote? 🤔🛍️
Let’s find out together.
Reference
Sahney, S.(2017). Consumer Behaviour. Oxford University Press. https://india.oup.com/product/consumer-behaviour-9780199472680/
Teaching and Student resources available at OUP https://india.oup.com/orcs/9780199472680/
NPTEL Course Page https://nptel.ac.in/courses/110105054
Youtube Lectures https://www.youtube.com/playlist?list=PLbMVogVj5nJTo1na559Me_hdk_gvp9HT0
Youtube Channel
https://www.youtube.com/@weekendresearcher
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