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Buying Behaviour And Brand Management | MBA 3rd Sem | SUK
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Buy Latest Buying Behaviour And Brand Management Book for Mba 3rd Semester in English language specially designed for SUK (Shivaji University Kolhapur, Maharashtra) By Thakur publication.
ISBN- 978-93-5480-182-2
AUTHORS- Dr. Vinod Mahadev Babar, Dr. Tahir S. Zari
SyllabusCode: DSC 304
Buying Behaviour and Brand Management
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 |