Consumer Behaviour

Unit

Topics

No. of

Lectures

Total=30

I

CB, Consumer Research Process. CB Models: Economic Model, Psycho[1]Analytic Model, Sociological Model, Howard & Seth Model, Nicosia Model, Engel-Kollat-Blackwell Model.

8

II

Individual Determinants: Perceptual Process, Consumer Learning Process Introduction: Concept, Importance and Scope of CB, Need for Studying, Consumer Attitude Formation, Attitude Measurement, Meaning and Nature of Personality, Self Concept.

7

III

Influences & Consumer Decision Making: Family, Reference Group, Personal, Social and Cultural Influence on CB, Consumer Decision Making Process, Consumer Communication Process, Consumer Satisfaction.

8

IV

Industrial Buying Behaviour: Participants, Characteristics of Industrial Markets, Factors Influencing Industrial Markets, Stages of Industrial Buying Process, Customer and Marketing of Services.

7