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Unit–I
Introduction to Consumer Behaviour: Contemporary Dimensions of Consumer Behaviour, CB research process. Concepts and theories of motivation and personality and their Marketing implications. The concept of perception and its impact on Marketing Strategies.
Unit–II
Theories of Consumer Behaviour: Learning principles and their marketing implications: Concepts of conditioning, important aspects of information processing theory; encoding and information Retention, Retrieval of information, Split-brain Theory.
Unit–III
Impact of Culture on Consumer Behaviour: Social and cultural settings: Culture, Sub-culture and Cross culture and Cross cultural marketing practices. Family Life Cycle-1, 2, 3 and reference groups – Life Style Influences.
Unit–IV
Consumer Behaviour Decision: Consumer decision making: Information Search, evaluation of alternatives.
Steps between evaluation of alternatives and purchase decision. Post-purchase behaviour, Customer action and disposal of products.
Unit–V
Models of Consumer Behaviour: Models of Consumer Behaviour: Modeling Behaviour Traditional Models, Contemporary Models. Generic Model of Consumer Behaviour, Howard Sheth Model, Engel, Blackwell and Rao –Lilien model. Consumerism.
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CategoriesManagement
Format PDF
TypeeBook