Buying Behaviour of Customers (with reference to Delhi students) towards

Laptops

Kanika Khera*

Inderpal Singh**
*Kanika Khera, Assistant Professor, ANDC, Delhi University,
Email: kanika.khera1990@yahoo.in
**Inderpal Singh, Assistant Professor, DIAS, IP University,
Email: sachdeva_inderpal@yahoo.co.uk

Abstract

The present paper seeks to analyse buying behaviour of consumers, especially students, towards laptops,
in the select area of New Delhi, India. Also the study was aimed at studying market share of different
companies in the select group. Descriptive research design is used. Convenience sampling method is
adopted for the study. The data is mostly collected from post-graduation students. A well-structured
questionnaire was used to get information from the respondents, besides the secondary sources of
information being referred to. The study was conducted during the period of 2013-14.

Key Words: Buying behaviour, brand awareness, brand loyalty and one-way ANOVA.

JEL Classification: M30,M31

1. Introduction
1.1. Definition of Consumer Behaviour

There is no doubt that customer is most important element for a firm’s marketing strategy. William L.
Wllkie (1994) stated that “consumer behaviour is the mental, emotional, and physical activities that
people engage in when selecting, purchasing, using, and disposing of products and services so as to
satisfy needs and desires”. He further explained that there are seven keys to consumer behaviour, which
are:
1) Consumer behaviour is motivated;

2) Consumer behaviour includes many activities;

3) Consumer behaviour is a process;

4) Consumer behaviour varies in timing and complexity;

5) Consumer behaviour involves different roles;

6) Consumer behaviour is influenced by external factors;

7) Consumer behaviour differs for different people.

Blackwell defines “consumer behaviour as those acts of individuals directly involved in obtaining and
using economic goods and services including the decision processes that precede and determine these
acts”.

In addition, in Arnould and Zinkhan’s point of view, “consumer behaviour is- people acquiring, using,
and disposing of products, services, ideas, or experiences”.

1.2. Importance of studying Consumer Behaviour

From the various definitions above, it can be inferred that consumer’s response is often the ultimate test
of whether or not a marketing strategy will succeed. As Kotler said the most important thing, is to
forecast where customers are moving, and to be in front of them. Thus, the better the understanding of
the consumer behaviour, more successful the marketing strategies can be made. In earlier times,
marketers could understand consumers well through the daily experience of selling to them. However, as
firms and markets have grown in size, many marketing decision makers have lost direct contact with
their customers, and so they must now turn to consumer research.

In order to study consumers, we need to learn more about consumer buying behaviour, such as who
buys? How do they buy? When do they buy? Why do they buy?. Therefore, the research on customers’
behaviour is necessary and significant. Study of the model of consumer buying behaviour is a frame of
reference that guides market researchers through marketing problems and its explanations can gain in
ability to predict outcomes under varying sets of circumstances. Apparently consumers could be affected
by marketing stimuli such as price, place, promotion and environmental stimuli when they move on step
by step in the decision process towards a final buying decision, because the fact is that consumers may
say one thing but do another due to the variety of influences that the consumers are under.

1.3. Factors influencing Consumer Behaviour

According to Kotler’s model, consumer purchases are influenced strongly by cultural, social, personal
and psychological characteristics. Generally, marketers cannot control such factors, but they must take
them into account because these factors affect decisions of individual consumers as they react to the
different stimuli that firms send out through their communication. The marketer’s task is to
understand as to what happens in the buyer’s consciousness and the buyer’s decision making process.
Thereby, this section will focus on demonstrating the factors affecting buying behaviour according to
Kotler, as follows:

1.3.1. Cultural Factors

Cultural factors exert deep influence on consumer behaviour. Culture is the basis for a person’s wants
and behaviour. Culture refers to a set of values, ideas, artefacts and other meaning symbols that help
individuals communicate, interpret and evaluate as members of society . It affects the consumers in
shaping the attitudes, feelings, biases, and opinions, which enable marketers to interpret or even predict
the reaction of consumers to specific marketing strategies. Thus, it is vital for firms to be aware of
culture, even its trends changes and gives rise to new marketing opportunities and threats.

1.3.2. Social Factors

A consumer’s behaviour is also influenced by social factors, such as reference group, family, and social
roles and status. Because these social factors can strongly affect consumer response, firms must take
them into account when designing their marketing strategies.

Reference group has significant influences on the individual’s product and brand purchases. Reference
group are groups that serve as direct or indirect points of comparison or reference in forming a person’s
attitudes or behaviour. Indirect or direct reference groups include family, friends and neighbours.
Bearden and Rose pointed out that reference group not only lead an individual to new behaviours but
also have effect on individual’s attitude and self-concept, which in turn influence actual brand
preference and choice. Therefore, in other words, references lead the market trends.

For another thing, family members can strongly influence buyer behaviour. Kotler pointed out that
“family influences one’s orientations toward politics and economics and a sense of personal ambition,
self-worth and love”. Even if the buyer no longer interacts very much with his or her parents, the family
can still significantly influence the buyer’s behaviour. Walters and Paul suggested that the importance of
the family arises for two reasons: many products are purchased by multiple consumers acting as a family
unit; even when an individual makes purchases, other members of the family may heavily influence the
buying decision of the individual.

A person’s position in each social group can be defined in terms of both role and status. A role consists
of the activities that people are expected to perform according to the persons around them, which
influence the person’s buying behaviour. Each role carries a status reflecting the general esteem given to
it by society. People often choose products that show their status in society. For example, the role of a
manager has more statues than the role of student, as a manager, the person will buy the kind of product
that reflects her of his role and status.

1.3.3.Personal Factors

Most importantly, a buyer’s decision is influenced by personal characteristics such as the buyer’s age,
occupation, economic situation, lifestyle and personality and self-concept. Offers are designed by
marketers keeping such factors into consideration, to increase the chances of acceptability of the
products or services.

The age of the buyer is one of the major factors influencing individual’s purchases. People in the
different ages have different needs. A brand must be understandable to the age group to which the
product or service is targeted and should be delivered through a medium used by members of that group.

On the other hand, a person’s occupation can affect the goods and services bought. Occupational
groups usually have above average interest in the products and services, which are related to their
occupation. Therefore, the marketers need to consider the right occupational groups as the production
and marketing target. A company can even specialise in making products needed by a given
occupational group. For example, computer software firms will design different products for brand
managers, accountants, engineers, lawyers and doctors.

Moreover, lifestyle is a person’s pattern of living as expressed in his or her activities, interests and
opinions. People coming from the same subculture, social class and occupation may have quite different
lifestyles and it can vary significantly in different countries. By knowing the target consumers’
lifestyle will help in product development and advertising.

Equally important, economic circumstances greatly affect product choice. Since the income is not only
the consideration factor for the consumption demand, but also the determinants factor for the preference,
companies need to continuously track the trends of the personal income over the target potential
consumers towards the designed product. Therefore, income level is a useful variable to explore the
consumer buying behaviour and brand decision while buying a product.

1.3.4. Psychological Factors

A number of complex behaviour factors lie in psychological factors including perception, motivations,
attitudes and learning. Firstly, a motive is a learned need that is sufficiently pressing to direct the person
to seek satisfaction. In other words, it leads consumers to pursue particular goals because they are
socially valued. Therefore, motivation is the condition of being motivated. Thus, Marketers need to
identify what needs the consumer is trying to satisfy. Here we introduce one motivation theory in order
to understand human motivation, which is often used by marketers.

1.4. The Buying Decision Process

As introduced above, the consumer’s choice results from the complex interplay of cultural, social,
personal and psychological factors. Although the marketer cannot influence many of these factors, they
still can be useful in identifying interested buyers and in shaping products and appeals to serve their
needs better. Therefore, it is necessary to introduce consumer buying decision process, by which
marketers can monitor the process to develop the effective marketing mix by utilizing stimuli and
factors to guide consumers to certain products In a buying decision process, a consumer will pass
through five stages as explained below:

The buying process starts when consumer recognises a problem or need, which is triggered by internal
or external stimuli. In other words, the particular consumer recognizes that she or he needs to buy
something to solve problems she or he faces. This will drive the potential buyer to search and gather
information about the products that will solve the particular problems.

Figure 2: Stages of Consumer Buying Process

The information source can fall into four groups: personal (family, friends, neighbours, and
acquaintances); commercial (advertising,web sites, sales persons, dealers, packaging, and displays);
public(mass media, consumer-rating organizations) and experiential(handling, examining, using the
product). As a result of that, the potential buyer becomes acquainted with some of the brands in the
market and their features. In this stage, Preferences among the brands in the choice set will be formed.
The evaluation is based on the product or service whose attributes are perceived to best satisfy the need.
Namely, it is a brand evaluation stage.

After the brands evaluation stage, the intention to buy a specific brand will be made, in this stage, five
sub-decisions will be made: brand, dealer, quantity, timing and payment method. Then, the
consumer will execute a purchase intention to buy the most preferred brand or product which they
believe may satisfy them.
After purchasing the product, the consumer will experience some level of satisfaction or dissatisfaction.
In post-consumption evaluation, in this stage, the satisfaction of the consumption will result in the
storing evaluation in memory and refer to them in future decisions.

1.5. The Importance of Branding

A successful brand is one which creates and sustains a strong, positive and lasting impression in the
mind of a buyer. As Doyle claims a successful brand is a name, symbol, design or some combination,
which identifies the product of a particular organization as having a sustainable differential advantage.

The aim of branding is to help customers to identify products that are relevant for them, and so take
much of the anxiety out of decision making. As the business environment is teemed with competition
and more sophisticated customers, superior products with only physical attributes is not enough to
maintain and attract consumers. Thus, firms must build effective branding strategies to help consumers
organize their knowledge about certain products and service, and convince the customers what are
firm’s meaningful advantages among the different brands.

1.6. Brand Awareness and its effect on Consumer Behaviour

1.6.1. Meaning of brand awareness

Brand awareness is the ability of a potential buyer to recognize or recall that a brand is a member of a
certain product category. That is to say, brand awareness is the capability of knowledge and
identification of certain brand retrieved under some situations. Awareness is measured according to the
different ways in which consumers remember a brand, ranging from recognition to recall to top of mind
to dominant. In other words, the brand awareness measures consumer’s familiarity with a brand.

1.6.2. Effect of brand awareness on consumer behaviour

Brand awareness has significant impact on the consumer buying behaviour. Firstly, a high level of
awareness of a brand that consumers have, the high level the brand will be considered when they choose
to buy. It is because in relation to the consumer buying process, brand awareness plays an
important role when have intention to buy something for needs. Therefore, the brand awareness will
lead them to choose most familiar brand that they have knowledge of; on the other hand, in fact, in
the consumer decision making process, consumers always have many alternatives to be considered.
Because recall determines which alternatives are generated, those not recalled cannot be part of the
consideration set of products, thus, the recalled brand will have the advantage to be the opportunity last
choice. Thus, brand awareness is crucial to getting into this consideration set as the brand lacks of the
awareness may not has the opportunity to be considered for buying.

For example, if a consumer wants to buy a laptop, the first brands that come up to the consumer’s mind
will have an advantage, which will be considered to buy. The same point is also presented by Kotler and
Keller that is a high level of brand awareness might affect consumer choices among brands in the
consideration set and the product category, even if there are no other associations linked to those brands.
That is to say, brand awareness is sufficient to result in more favourable consumer response, for
example, consumers are more likely to base their choices merely on familiar brands. In other words, the
consumers will be stimulated by the familiarity of such brand when they want to purchase something.

This will result in the increase of the sales. Diet Coke is a good example, which sales benefits from the
Coke brand. Therefore, the more the consumer is aware of the product, the greater the possibility that the
consumer will purchase the product

1.7. Perceived Quality and its effect on Consumer Behaviour

1.7.1. Meaning of perceived quality

Perceived quality can be defined as the customer’s perception of the overall quality or superiority of a
product or service with respect to its intended purpose, relative to alternatives . It is a higher-level
abstraction rather than a specific attribute of a product. Various attributes and relevant benefits create a
perception of quality in consumer’s mind. In other words, perceived quality is the consumer’s judgement
about a product’s overall excellence or superiority. It is a significant factor in building brand equity.

1.7.2. Effect of Perceived Quality on Consumer Behaviour

A brand’s perceived quality provides the value for consumers to buy such brand’s products. It is because
consumers always make buying decisions rely on the feeling of the basic characteristics of the product to
which the brand is attached such as the reliability of the product since they always cannot experience the
product before they buy it. Perceived quality is related to the consumer purchasing decision making
process. In other words, consumer always prefer to donate less time and effort for gaining the
information which can assess the products’ quality, as a result, the observation of the certain brand
might be a determination of the final decision making.

Occasionally, consumers may not be able to possess the access or not be able to judge the information
about the product’s quality. Thus, perceived quality becomes the important factor affecting the final
brand choice. On the other hand, through the buying decision making process, the perceived quality can
contribute to the evaluation stage. The consideration sets of the brands will be narrow down when the
above conditions occurs.

Secondly, a perceived quality may result in a willingness of consumer for buying a brand for a price
premium. That is to say, if a brand’s perceived quality is good in mind of customers, then the customer
may be more willing to buy such brand even the brand’s price is higher than others. Therefore, it will
create a premium profits for the firm compared to other firms, which can indeed provide resources with
which to reinvest in the brand, such as R&D activities, brand enhancing activities.

Moreover, perceived quality can also be meaningful to retailers, distributors, and other channel
members. Obviously, the channel members are motivated to carry brands that are well-regarded, which
customers want. Therefore, well perceived quality will gain greater trade cooperation and support and in
turn adds the customer base.

In addition, perceived quality can be exploited by introducing brand extensions, using the brand name to
enter new product categories. In other words, well brand with respect to perceived quality will have
higher success probability than a weaker brand in terms of brand extension as the consumer would
appreciate that brand’s product, which in turn elicits more purchasing behaviour.

1.8. Brand association and its effect on consumer behaviour

Brand association can help customer process information. In the reality, consumers may not have
process and access to perceive or obtain some facts about the brands and to communicate such things
may high cost for the companies. Therefore, the brand with high level of association will contribute to
facilitate consumer for gaining the meaning of the brand. For example, the Volvo brand always is
associated with safety.
However, such meanings are difficult for customers to perceive before they have experience. Therefore,
Volvo is benefited from such brand association for retrieving the information in mind of consumers.
However, it depends on the past marketing investment towards that brand. On the other hand, brand
association can help consumers retrieve the information about certain brand. That is to say, if a brand
associates with something, the consumer will easily reflect such things in the mind when they confront
the brand in some situations. Brand association also involve product attributes or customer benefits that
provide a specific reason to buy and use the brand. They also represent a basis for purchase decisions
and brand loyalty.

1.9. Brand loyalty & its effect on consumer behaviour

1.9.1. Definition of brand loyalty

Brand loyalty has been defined as the inclination of a customer to keep on purchasing the same brand.
Dick and Basu stated that brand loyalty is the strength of the relationship between an individual’s
attitude towards a brand and repeat purchasing. Gilbert defined it as consumers purchasing the same
brand of product on most occasions or on a regular basis. Therefore, as the definitions above-mentioned,
brand loyalty exist when a customer buy one brand of product or service again and again, and not the
other alternatives available.

1.9.2. Effect of Brand Loyalty on Consumer Behaviour

The effect of brand on consumer behaviour can be discussed based on its four components in order to
analyse how brand is very important in the consumer decision making process therefore influencing the
consumer behaviour. The study of Consumer Behaviour is quite complex, because of many variables
involved and their tendency to interact with & influence each other. These are the factors controlled by
external environments like the following form the basis of external influences over the mind of a
customer.

• Culture, and Sub-culture,

• Social Class, and Social Group,

• Family, and Inter-Personal Influences,

• Other Influences (which are not categorised by any of the above six, like geographical,
political, economic, religious environment, etc.).

2. Literature Review

Following studies have been reviewed for the purpose of writing this paper:

Vijay.R.Kulkarni (2013): A factorial study of consumer buying behaviour oflaptops of post graduate
students in Pune- The study focused on the factor analysis which resulted in five factors viz. Brand and
Features; Price, Visibility & Service Center ;Reliability & Responsiveness; Store Atmospherics &
Assurance; Warranty, Guarantee & After Sales Service.

Physorg.com, (2006) Laptop & PC Industry is expected to grow fast in developing countries like India
& china because of changes in government policies in 2005, where Indian government removed the
import duties on Laptops which resulted in growth of 94%.

Cyber Media Research (2011) study states that nearly 10 million desktop & notebook personal
computers have been installed in 2010.

Rinal B. Shah, found that perceived quality and brand loyalty had a significant positive direct effect on
brand equity. It had the strongest impact which indicated the essential role of development of perceived
quality and brand loyalty in minds of customers to build brand equity for laptop brands. The result
revealed that, consumers’ motivation to use laptop and brand association criteria work separately. Like
other products, consumers’ perception for choosing laptop relies upon different sources of information.

3. Research Methodology

3.1. Research Objective

3.1.1. Primary objective
 A study on Consumer’s Buying Behaviour towards laptops.
3.1.2. Secondary objective
 To know the market share of different laptops.
 To study the buying pattern of students while purchasing of laptops.

3.2. Scope of the study

This report is limited to survey in areas mentioned below:
Delhi Institute of Advanced Studies,
Indian Council of Agricultural Research and Vayam Technologies
3.3. Research Design
The research design is Descriptive studies. Descriptive studies are well structured, they tend to be rigid
and its approach cannot be changed every now and then. Descriptive studies are undertaken in
circumstances when the researcher is interested in knowing

 the characteristics of certain groups such as age, profession.

 the proportion of people in given population who have behaved in a particular manner, making
projection of certain things.

Data collection:
Primary data collected: Online Questionnaires
Secondary data collected: Internet
Research instruments: Questionnaire

3.4. Sample design

Sample size: 100
Sampling type: For this purpose of research Convenient/Non probability sampling approach has been
used. Non probability sampling is arbitrary and subjective

3.5. Limitations

 Respondents were reluctant to share their experience accurately.

 Few Customers are hesitate to deliver some information due to the time wasted in the providing
the same.
 Due to time constraints it is not possible to cover vast area. So that survey has limited scope.

4. ANALYSIS &INTERPRETATION

ONE WAY ANOVA ANALYSIS

 Sum of
Particulars Square Mean
s df Square F Sig.
5. What is the importance Between Groups 1.128 3 .376 .593 .621
of Appearance Of laptop Within 60.872 96 .634
while purchasing Laptop? Groups
Total 62.000 99
6. What is the importance Between 2.572 3 .857 1.324 .271
of Price of Laptop while Groups
purchasing Laptop? Within 62.178 96 .648
Groups
Total 64.750 99
7. What is the importance Between 3.686 3 1.229 3.288 .024
of configuration of Laptop Groups
while purchasing Laptop? Within 35.874 96 .374
Groups
Total 39.560 99
8. What is the importance Between 1.638 3 .546 .629 .598
of advertisement while Groups
purchasing of Laptop? Within 83.362 96 .868
Groups
Total 85.000 99
9. What is the importance Between 3.120 3 1.040 1.302 .278
of ability to customize Groups
various components while Within 76.670 96 .799
purchasing Laptop? Groups
Total 79.790 99
10. What is the importance Between 4.468 3 1.489 1.512 .216
of Combo Deals (eg- Groups
Extended warranty etc.) Within 94.532 96 .985
while purchasing Laptop? Groups
Total 99.000 99
11. What is the influence Between 2.554 3 .851 .741 .530
of family/friends/peers Groups
while purchasing Laptop Within 110.28 96 1.149
Groups 6
Total 112.84 99
0
12. What is the impact of Between 5.660 3 1.887 4.258 .007
after sale service while Groups
purchasing Laptop? Within 42.530 96 .443
Groups
Total 48.190 99
INTERPRETATION OF ONE WAY ANOVA ANALYSIS

Hypothesis H1: Alternative Significance

Ho: Null Hypothesis Decision
No Hypothesis Level
There is no significant
There is significant relation
relation between the Age
between the Age Groups and
1 Groups and Preference 0.621 Accept Null
Preference for the
for the appearance of
appearance of Laptops
Laptops

There is significant relation There is no significant

between the Age Groups and relation between the Age
2 0.271 Accept Null
Preference for the Price of Groups and Preference
Laptops for the Price of Laptops

There is no significant
There is significant relation
relation between the Age
between the Age Groups and
3 Groups and Preference 0.024 Reject Null
Preference for the
for the configuration of
configuration of Laptops
Laptops
There is no significant
There is significant relation
relation between the Age
between the Age Groups and
4 Groups and importance 0.598 Accept Null
importance of advertisement
of advertisement of
of Laptops
Laptops
There is no significant
There is significant relation relation between the Age
between the Age Groups and Groups and Preference
5 0.278 Accept Null
Preference for extent of for extent of
customizability of Laptops customizability of
Laptops
There is no significant
There is significant relation
relation between the Age
between the Age Groups and
6 Groups and Preference 0.279 Accept Null
Preference for the combo
for the combo deals on
deals on Laptops
Laptops

There is no significant
There is significant relation
relation between the Age
between the Age Groups and
7 Groups and influence of 0.53 Accept Null
influence of family/friends
family/friends on laptop
on laptop purchase
purchase

There is no significant
There is significant relation
relation between the Age
between the Age Groups and
8 Groups and preference 0.007 Reject Null
preference for quality of
for quality of After Sales
After Sales Services
Services
5. FINDINGS & SUGGESTIONS

5.1 FINDINGS

The consumer decision-making process and resulting preferences and buying behaviour
are influenced by internal- as well as external factors.
The internal factors consist of factors such as needs and motivation. Respondents
indicated that they have physical needs for food (groceries and fast food) as well as
clothing. They also value friendship (social needs) and want to improve their Buying
Decisions. These basic and more advanced needs are the driving force behind the
shopping behaviour of respondents. Other factors like age, lifestyle, learning and
personality also play a role. Emotions, like the experiencing of guilt after an unplanned
purchase, also influence their behaviour. External factors consist of culture, social class,
and family/household and reference groups. One of the important external factors is
groups (friends & family).

 The majority of consumers like to shop with shopping companions.

 The majority of consumers usually do not buy the same brands as their friends or
family members. Respondents indicated that they usually play the roles of information
searchers/gatherers and product users in their households.
 Most of the consumers give high weightage to the appearance of Laptops.
 Price of the Laptop plays an important role in the Laptop preference by
consumers.
 Respondents search for information to obtain a better price and when they plan to
buy expensive products.
 The configuration of the Laptop is important to all the age groups equally.
 The majority of consumers’ decision-making style is quality consciousness,
followed by price sensitiveness and services orientation.
 Consumers make use of the brand first and outlet second sequence in their
decision-making.
 Impact of After Sale Services does not influence all age groups equally.
 The most of the potential consumers prefer Exclusive Stores as the purchase point
followed by Multi-Brand outlets.

5.2 SUGGESTIONS

 Retailers should make use of reference group influences by focusing on friends

and family in their advertising strategies, and personal selling strategies. For example:
“Bring along a friend!”

 Retailers should focus on the individuality of age groups, and steer away from
advertising campaign with themes like blending in or being like everyone else. For
examples, slogans like “Be your own person” or “For the individual.” should appeal to
consumers.

 Retailers need to supply the relevant price information for example, retailer price,
discount or payment options, about their products, especially if they are selling expensive
products.

 Retailers should make use of their knowledge of decision-making styles to

segment the market, to do niche marketing and better understand the market. Retailers
should ensure that their quality, price and services are better than the competition, in
order to gain a bigger share of the market.

 Retailers should use weekends for new product launches, competitions or

promotional campaigns.

5.3 LIMITATIONS

In this research, there are some limitations caused by the following reasons.
  Firstly, the main limitation of the research is generated from the small size of the
sample. Under time and financial constraints, the study was performed only with a small
portion of the population for the whole population. This may influence the
generalizability of the samples and may get the incorrect results.
 Secondly, the selection of the survey location has limitation. Therefore, the result
would be representative of the users of the specific area rather than of the target
population as a whole because different cities may reflect different consumer behaviour.
 Moreover, the Likert scale adopted in the questionnaire might limit the range of
options. Closed questions could cause bias by forcing respondents to choose between
certain alternative corresponding to their personal views on a particular subject.
 In addition, in this study, only quantitative method is used to do the research and
statistical analysis is used to examine the topics. Thus, the result may be not depth
enough. This also caused the discussion of findings may not so accurate and in detail.
 Finally, as the survey was conducted in a laptop market and the respondents were
random selected, thus, the respondents might, intentionally or unintentionally provide
inaccurate answers to the questions. Thus the findings may not be accurate.

However, care was taken throughout the study to reduce the negative impact of these
limitations essentially the need for further research is recognized.

5. BIBLIOGRAPHY

Books:

Zeithaml, Bitner&Gremler: Services Marketing: Integrating Customer Focus acrossthe Firm.

McGraw-Hill.

Consumer Behaviour by Schiiffman 9thed

Consumer Behaviour by S Ramesh Kumar

Marketing Management (South Asian perspective)by Philip Kotler et al

Advertising & Personal Selling by C.B. Gupta

Advertising and Personal Selling by NeetuKapoor

Marketing Management by T.N. Chhabra& S.K. Grover

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