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- B Tech
Consumer Behaviour
₹190.00
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AUTHORS : Dr. R. Radhamani & N R. Ganaga Durga Devi
ISBN - 978-93-87093-90-4
BBA, Semester - VIAccording to the new syllabus of‘Bharathiar University, CoimbatoreCONSUMER BEHAVIOUR UNIT-I Introduction – Consumer Behaviour – Definition – Scope of Consumer Behaviour – Discipline of Consumer Behaviour – Customer Value Satisfaction – Retention – Marketing Ethics. UNIT-II Consumer Research – Paradigms – The Process of Consumer Research – Consumer Motivation – Dynamics – Types – Measurement of Motives – Consumer Perception. UNIT-III Consumer Learning – Behavioural Learning Theories – Measures of Consumer Learning – Consumer Attitude – Formation – Strategies for Attitude Change. UNIT-IV Social Class Consumer Behaviour – Life Style Profiles of Consumer Classes – Cross Cultural Customers Behaviour Strategies. UNIT-V Consumer Decision Making – Opinion Leadership – Dynamics – Types of Consumer Decision Making – A Model of Consumer Decision Making.
BHU2021/BBA/06/1
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