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| Unit | Name of the Topic |
| 1 | Introduction To Consumer Behaviour: |
| ¨ Meaning of Consumer Behaviour, Features and Importance. ¨ Types of Consumer (Institutional and Retail), Diversity of consumers and their behavior – Types of Consumer Behavior. ¨ Profiling the consumer and understanding their needs ¨ Consumer Involvement. ¨ Application of Consumer Behavior knowledge in Marketing. ¨ Consumer Decision Making Process and Determinants of Buyer Behaviour, factors affecting each stage, and Need recognition. | |
| 2 | Individual Determinants of Consumer Behavior: |
| ¨ Consumer Needs and Motivation (Theories: Maslow, McCleland). ¨ Personality: Concept, Nature of personality, Freudian, non Freudian and Trait theories, Personality Traits and it’s Marketing significance, Product personality and brand personification. ¨ Self Concept: Concept. | |
| ¨ Consumer Perception. ¨ Learning: Theory, Nature of Consumer Attitudes, Consumer Attitude. ¨ Formation and Change. ¨ Attitude: Concept of Attitude. | |
| 3 | Environmental Determinants of Consumer Behavior: |
| ¨ Family Influences on Buyer Behaviour. ¨ Roles of different members, needs perceived and evaluation rules. ¨ Factors affecting the need of the family, family life cycle stage and size. ¨ Social Class and Influences. ¨ Group Dynamics and Consumer Reference Groups, Social Class and Consumer Behavior: Reference Groups, Opinion Leaders and Social Influences, In-group versus out-group influences, role of opinion leaders in diffusion of innovation and in purchase process. ¨ Cultural Influences on Consumer Behaviour Understanding cultural and sub-cultural influences on individual, norms and their role, customs, traditions and value system. | |
| 4 | Consumer decision making models and New Trends: |
| ¨ Consumer Decision making models: Howard Sheth Model, Engel Blackwell, Miniard Model, Nicosia Models of Consumer Decision Making. ¨ Diffusion of innovations, Process of Diffusion and Adoption, Innovation, Decision process, Innovator profiles. ¨ E-Buying behavior The E-buyer vis-à-vis the Brick and Mortar buyer, Influences on E-buying. |
| Unit | Name of the Topic |
| 1 | Introduction To Consumer Behaviour: |
| ¨ Meaning of Consumer Behaviour, Features and Importance.
¨ Types of Consumer (Institutional and Retail), Diversity of consumers and their behavior – Types of Consumer Behavior. ¨ Profiling the consumer and understanding their needs ¨ Consumer Involvement. ¨ Application of Consumer Behavior knowledge in Marketing. ¨ Consumer Decision Making Process and Determinants of Buyer Behaviour, factors affecting each stage, and Need recognition. |
|
| 2 | Individual Determinants of Consumer Behavior: |
| ¨ Consumer Needs and Motivation (Theories: Maslow, McCleland).
¨ Personality: Concept, Nature of personality, Freudian, non Freudian and Trait theories, Personality Traits and it’s Marketing significance, Product personality and brand personification. ¨ Self Concept: Concept. |
|
| ¨ Consumer Perception.
¨ Learning: Theory, Nature of Consumer Attitudes, Consumer Attitude. ¨ Formation and Change. ¨ Attitude: Concept of Attitude. |
|
| 3 | Environmental Determinants of Consumer Behavior: |
| ¨ Family Influences on Buyer Behaviour.
¨ Roles of different members, needs perceived and evaluation rules. ¨ Factors affecting the need of the family, family life cycle stage and size. ¨ Social Class and Influences. ¨ Group Dynamics and Consumer Reference Groups, Social Class and Consumer Behavior: Reference Groups, Opinion Leaders and Social Influences, In-group versus out-group influences, role of opinion leaders in diffusion of innovation and in purchase process. ¨ Cultural Influences on Consumer Behaviour Understanding cultural and sub-cultural influences on individual, norms and their role, customs, traditions and value system. |
|
| 4 | Consumer decision making models and New Trends: |
|
|
¨ Consumer Decision making models: Howard Sheth Model, Engel Blackwell, Miniard Model, Nicosia Models of Consumer Decision Making.
¨ Diffusion of innovations, Process of Diffusion and Adoption, Innovation, Decision process, Innovator profiles. ¨ E-Buying behavior The E-buyer vis-à-vis the Brick and Mortar buyer, Influences on E-buying. |
