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Page: 281
 
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  • Title
  • Declaration
  • Certificate
  • Abstract and keywords
  • Abbreviations
  • Preface
  • Acknowledgement
  • Contents
  • List of Tables
  • List of Figures
  • 1. Introduction
  • 2. Review of literature
  • 3. Concept of advertising effectiveness
  • 4. Structure of Indian consumer market
  • 5. Analysis of the consumer decision process for branded durables
  • 6. Influence of advertisements on consumer behavior
  • 7. Summary of findings, conclusions and recommendations
  • Bibliography
  • Appendix