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Consumer Behavior Book for MBA 3rd Semester Bharathiar University
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  • Consumer Behavior Book for MBA 3rd Semester Bharathiar University
  • Consumer Behavior Book for MBA 3rd Semester Bharathiar University
  • Consumer Behavior Book for MBA 3rd Semester Bharathiar University

Consumer Behavior

₹125.00
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Buy Latest Consumer Behavior Book for Mba 3rd Semester in English language specially designed for BU ( Bharathiar University,Tamil Nadu) By Thakur publication.

Saroj Kumar and Naina Agarwal

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MBA Bharathiar University, Third Semester
Syllabus
 
CONSUMER BEHAVIOR
 
Unit-I
Consumer Behavior and Marketing Strategy, Nature and Scope of Consumer Behavior. Market Segmentation and Consumer Behavior.
Learning – Nature, Conditions Relevant to High and Low Involvement Strategies, Characteristics and Types of Learning, Brand Loyalty, Brand Equity and Leverage.
Perception – Process, Interpretation, Perception and Marketing Strategy. Perceptual Process and Buying Behavior.
Perception – Elements, Just Noticeable Difference – Its Application to Consumer Behavior, Perceptual Organization and Defense, Consumer Imagery.
 
Unit-II
Motivation – Nature, Motivational Strategies, Theories and their Relevance, Marketing Strategies Based on Motivational Conflict.
Personality – Psycho-Analytical Neo-Freudian and Social Approaches to Personality Understanding Consumer Diversity, Brand Personality, Self and Self-Image.
 
Unit-III
Attitude Formation and Change – Tricomponent and Structural Models of Attitudes, Sources of Attitude Formation, Strategies of Attitude Change, Cognitive Dissonance, Attribution, Self Perception Theories, Foot in the Door Phenomenon.
Groups – Types, Celebrities, Family, Socialization of Family Members, Function of Family, Family Decision-Making and Consumption – Related Roles, Family Lifecycle.
 
Unit-IV
Culture-Nature – Characteristics – Measurement, Sub-Cultures – Nationality, Age, Geographic, Regional and Sex, Sub-Cultural Interaction.
Cross Culture: International Perspective Cross Cultural Consumer Analysis, Multinational Strategies, Cross-Cultural Psychographic Segmentation Marketing Mistakes – Undertaking Differences.
 
Unit-V
Opinion Leadership and Process, Dynamics, Motivation and Opinion Leadership, Measurement and Corporate Strategy of Opinion Leadership.
Innovation, Characteristics, Types, Profile of Consumer Innovator, Diffusion of innovation, Adoption Process.
BHU2016/MBA/3/10
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