Consumer Behaviour

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AUTHORS : Dr. R. Radhamani & N R. Ganaga Durga Devi

ISBN - 978-93-87093-90-4

BBA, Semester - VI

According to the new syllabus of

‘Bharathiar University, Coimbatore

CONSUMER 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.

Reference BHU2021/BBA/06/1

In stock 18 Items

Condition New product

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