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Consumer Behaviour | MBA 3rd Sem | JNTUK

Buy Latest Consumer Behaviour Book for Mba 3rd Semester in English language specially designed for jntuk (Jawaharlal Nehru Technological University Kakinada, Andhra Pradesh) By Thakur publication.
ISBN- 978-93-90460-50-2
AUTHOR- Dr. Shakir Shaik
Tax excluded
Buy Latest Consumer Behaviour Book for Mba 3rd Semester in English language specially designed for jntuk (Jawaharlal Nehru Technological University Kakinada, Andhra Pradesh) By Thakur publication.
ISBN- 978-93-90460-50-2
AUTHOR- Dr. Shakir Shaik
Syllabus
EM-301: CONSUMER BEHAVIOUR
Unit – I
Introduction to Consumer Behaviour: Consumer Behaviour – Definition, Consumer and Customers, Buyers and Users, Organisations as Buyers, Development of Marketing Concept, Consumer Behaviour and its Applications in Marketing, Consumer Behaviour and Marketing Communications: Introduction, Marketing Communication Flow, Communications Process, Interpersonal Communication, Persuasive Communications,
Unit – II
Marketing Segmentation and Positioning: Introduction, Requirements for Effective Segmentation, Bases for Segmentation, Product Positioning: An Introduction, Positioning Strategy, Positioning Approaches, Positioning Errors Consumer Motivation: Introduction, Needs and Goals, motivational Conflict, Defense Mechanisms, Motive Arousal, Motivational Theories, Maslow’s hierarchy of needs
Unit – III
Situational Influence on Consumer’s Decision and the Decision Models: Introduction, Nature of Situational Influence, Situational Variables, Types of Consumer Decisions, Nicosia Model of Consumer Decision-making (Conflict Model), Howard-Sheth Model (also called Machine Model), Engel, Blackwell, Miniard Model (also called Open System)
Unit – IV
Consumer Personality: Introduction, Self-concept, personality Theories, Brand Personality, emotions Consumer Perception: Introduction, Sensation (Exposure to Stimuli), Perceptual Selection, Perceptual Organisation, Factors that Distort Individual Perception, Price Perceptions, Perceived Product and Service Quality, Consumer Risk Perceptions
Unit – V
Consumer Decision-making Process – Problem Recognition, Information Search and Evaluation of Alternatives: Introduction, Problem Recognition, Information Search, Evaluation of Alternatives. Outlet Selection, Purchase and Post Purchase Behaviour, Introduction, Outlet Selection and Purchase, Post Purchase Behaviour