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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
Consumer Behavior
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
₹125.00
Tax excluded
MBA Bharathiar University, Third SemesterSyllabus CONSUMER BEHAVIOR Unit-IConsumer 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-IIMotivation – 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-IIIAttitude 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-IVCulture-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-VOpinion 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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