Consumer Behaviour
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Consumer Behaviour

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    Consumer Behaviour Consumer Behaviour Document Transcript

    • MBA-Marketing Consumer Behaviour UNIT - I CONSUMER BEHAVIOUR AND MARKETING ACTION LEARNING OBJECTIVES After studying this chapter, you will be able to understand: • The terms ‘consumer’ , ‘customer’, ‘industrial buyer’ and ‘motives’ • Need of consumer behavioural study, differences between oganisational buying behaviour and consumer buying behaviour • The nature and model of consumer involvement • Consumer and industrial decision making process and decision rules • Marketing implications of consumer behaviour • Study of consumer behaviour modelling An Overview Consumer behaviou