Consumer Behaviour

                                                                                                                                                     Syllabus

FSM-1: Consumer Behaviour                                       

Unit-I

Introduction to Consumer Behaviour; Consumer Behaviour and Marketing Strategy; Consumer Involvement and Decision-making. 

Unit-II

Information Search Process; Evaluative Criteria and Decision Rules; Consumer Motivation; Information Processing and Consumer Perception.

Unit-III

Consumer Attitude Change; Influence of Personality and Self-Concept on Buying Behaviour.

Unit-IV

Psychographics and Lifestyle; Reference Group Influence; Diffusion of Innovation and Opinion Leadership, Family Decision-making.

Unit-V

Industrial Buying Behaviour; Models of Consumer Behaviour; Consumer Behaviour Audit; Consumer Behaviour Studies in India.