Consumer Behaviour Book for BBA Fifth Sem KHEC

Module

Subject

Hours

1

Introduction to Consumer Behaviour

Meaning and Definition, Need for Consumer Behaviour, Consumer and Customer. Buyers and Users. Need to Study Consumer Behaviour. Applications in Marketing, Consumer Research Process – Understanding Consumer through Research Process. Factors Influencing Consumer Behaviour. External Factors – Culture, Sub Culture, Social Class, Reference Groups, Family, Internal Factors – Needs & Motivations, Perception, Personality, Lifestyle, Values, Learning, Memory, Beliefs & Attitudes.

10

2

Individual Determinants of Consumer Behaviour

Consumer Needs & Motivation; Personality and Self-Concept; Consumer Perception; Learning & Memory; Nature of Consumer Attitudes – Psychological: Motivation, Perceptions, Learning, Belief and Attitudes. Consumer Attitude, Formation and Change.

08

3

Individual Determinants of Consumer Behaviour

Consumer Needs & Motivation; Personality and Self-Concept; Consumer Perception; Learning & Memory; Nature of Consumer Attitudes – Psychological: Motivation, Perceptions, Learning, Belief and Attitudes. Consumer Attitude, Formation and Change.

12

4

Consumer's Decision-Making Process

Opinion Leadership, Dynamics of Opinion Leadership Process, The Motivation Behind Opinion Leadership- The Diffusion Process. The Adoption Process - Levels of Consumer Decision Making- Models of Consumer Decision Making.

09

5

Consumer Satisfaction & Consumerism

Concept of Consumer Satisfaction; Working Towards Enhancing Consumer Satisfaction; Sources of Consumer Dissatisfaction; Dealing with Consumer Complaint. Concept of Consumerism; Consumerism in India; Reasons for Growth of Consumerism in India.

06