Description
Modern Consumer Behaviour: Trends, Theory and Practice is a comprehensive academic textbook designed to provide an in-depth understanding of the dynamic nature of consumer behaviour in contemporary markets. The book systematically explores the theoretical foundations, psychological processes, socio-cultural influences, and decision-making patterns that shape consumer actions in both traditional and digital environments. It integrates classical consumer behaviour theories with emerging trends such as online buying behaviour, social media influence, relationship marketing, and ethical consumption, thereby offering a balanced combination of conceptual clarity and practical relevance.
Structured in a learner-friendly and research-oriented manner, the book is intended for undergraduate, postgraduate, management, and commerce students as well as academic researchers and marketing professionals. Each unit presents key concepts with analytical explanations, theoretical perspectives, and real-world applications to enhance critical understanding of consumer dynamics. By emphasizing both academic depth and managerial implications, the book aims to equip readers with the knowledge and analytical skills necessary to understand evolving consumer expectations and develop effective marketing strategies in a rapidly changing global marketplace.
Dr. Sobharani Thunga is a distinguished academician, researcher, and Professor in the Department of Communication and Journalism at Sri Padmavathi Visvavidyalayam with more than 23 years of teaching, research, and administrative experience. She holds M.B.A., M.Phil., and Ph.D. qualifications in Management and specializes in Financial Management, Financial Markets and Services, Consumer Attitudes, and Behavioural Studies.Her academic contributions include guiding more than 140 MBA projects, publishing numerous research papers in reputed national and international journals, authoring books and book chapters, and actively participating in conferences, workshops, and faculty development programmes. She has received several prestigious recognitions including the University Research Award–2025 and Interdisciplinary Research Award–2024 from Sri Padmavathi Mahila Visvavidyalayam for her outstanding contributions to research and higher education. Her areas of interest encompass consumer behaviour, employee engagement, stress management, entrepreneurship, financial analysis, and sustainable development, reflecting her multidisciplinary approach to academic excellence and research innovation.
Priyadarshini is an academic professional and Research Scholar at Sri Padmavati Mahila Visvavidyalayam with specialization in Finance and Human Resource Management. She has been serving as an Assistant Professor at Siddharth Institute of Engineering & Technology since 2012 and possesses extensive teaching experience in management education. She completed her MBA from Jawaharlal Nehru Technological University Anantapur with distinction and has actively contributed to student development through project guidance and academic mentoring. Known for her commitment, dedication, punctuality, and hardworking nature, she has guided numerous student projects and continues to contribute to academic and research-oriented activities in the areas of Finance, Human Resource Management, and contemporary management studies.