SYLLABUS

¨          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.

¨          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.

¨          Learning: Theory, Nature of Consumer Attitudes, Consumer Attitude.

¨          Formation and Change.

¨          Attitude: Concept of Attitude.

¨          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.

¨          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.