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SYLLABUS
UNIT- I
Understanding Consumer Behaviour
Defining Consumer Behaviour, Need for Consumer Behaviour, Understanding Consumer through Research Process, Consumer Behaviour in a World of Economic Instability, Rural Consumer Behaviour, Consumer Segmentation, Targeting and Positioning, Segmentation and Branding, Rural Markets.
UNIT - II
Environmental Influences on Consumer behaviour
Influence of Culture, Sub Culture, Social Class, Social Group, Family and Personality, Cross-Cultural Consumer Behaviour.
UNIT- III
Consumer as an Individual
Personality and Self-Concept, Consumer Motivation, Consumer Perception, Consumer Attitudes and Changing
Attitudes, Consumer Learning and Information Processing.
UNIT- IV
Consumer Decision Making Processes
Problem Recognition, Search and Evaluation, Purchasing Processes, Post Purchase Behaviour, Models of Consumer Decision Making, Consumers and the Diffusion of Innovations.
UNIT - V
Consumerism and Ethics
Roots of Consumerism, Consumer Safety, Consumer Information, Consumer Responsibilities, Marketer Responses to Consumer Issues, Marketing Ethics towards Consumers.
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CategoriesManagement
Format EPUB
TypeeBook