Buying Behaviour And Brand Management | MBA 3rd Sem | SUK

Units

Contents

Hours

Unit 1

a)       Introduction to Consumer Behaviour: Concept and Definition, Need and Significance for Studying Consumer Behaviour, Factors Influencing Buying Behaviour, Consumer Buying Behaviour Process, Participants in Buying Behaviour.

b)      Consumer Modelling: - The Economic Model – Learning Model - Psychoanalytic Model – The Sociological Model- The Howard Sheth Model of Buying Behaviour – The Nicosia Model The Engel –Kollat-Blackwell Model.

10 Hours

Unit 2

a)       Individual Relational Importance: Consumer Behaviour and Perception, Learning, Personality, Attitude, Motivation. Social Class and Group: Definition and Meaning of Social Stratification –Factors Responsible for Social Stratification –Characteristic Features of Social Classes Social Influence on Consumer Behaviour. Definition and Meaning of Group - Reasons For formation of Group –Types of Groups Relevant to Consumer Behaviour – Family Life Cycle- Friendship Group Formal Social Clubs-Shopping Friends Groups- Work Group-Reference Group.

b)      Industrial Buying Behaviour: Process, Factors Influencing Industrial Buying Behaviour, Marketing Mix for Industrial Buying Behaviour

10 Hours

Unit 3

Brand Management: Brand Name and Trademark, Branding Decisions, Advantages and Disadvantages of Branding, Brand Equity, Brand Image, Brand Personality, Brand Identity System, Brand Strategies, brand extension.

10 Hours

Unit 4

Brand Development: Brand Rejuvenation, Rebranding, Celebrity Endorsements, Brand Positioning and Brand Building. Co-Branding

10 Hours