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Consumer behviour



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  • 1. Consumer BehviourObjective:1. To explain why consumer behavior is a central topic in marketing.2. To provide some simple tools that can be used for thinking about consumers, speculatingabout their possible behaviors, analyzing marketing problems from a consumer-behaviorperspective3. To present a simple model of consumer decision-making.4. To consider how consumers learn about products and services from their environment andhow they use this information to direct their behavior.5. To introduce the concepts of values, lifestyle, and culture.Course Contents(i) Introduction: Definition, Important, Nature and Scope of Consumer Behavior, Developmentof consumer behavior as a field of study, Discipline involved in the study of consumer behavior,Types of Buying Behavior, consumer research process.(ii) Consumer motivation, consumer personality Self Concept, Consumer Perception, ConsumerAttitudes, Consumer as a Learner.(iii) Social class influences and consumer behavior, Group influences and consumer behavior,Group Dynamics, Family as Consuming Unit, nature of family decision making, Cultural, Sub-Cultural and Cross Cultural Influence, Social Stratification.(iv) Consumer Decision Process, Pre and Post Purchase behavior, Purchase Process, Rationalityin Buying,(v) Buying Behavior models: Nicosia, Howardsheth, Engel, Blackwell Kollat Model, Shethmodel of industrial buying.(vi) Consumer Satisfaction-Need and Importance, Mechanism of Consumer Satisfaction and Dis-satisfaction, Repeated Buying, Brand and shifting Loyalty, Opinion Leadership, ComplaintBehavior.Suggested reading: • Consumer behavior (Text and cases) by Batra & Kazmi, Publisher: Excel books. • Consumer behavior by Schiffman & Kanuk, Publisher: Eastern Economy Edition. • Consumer behavior in Indian Perspective by Suja R. Nair, Publisher: Himalaya Publishing House