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CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR

Introduction:
Definition and objectives of Consumer Behavior, Application of CB to Marketing
Consumer and Market Segmentation:
Alternative Market Strategies, Demographic Segmentation, Usage Segmentation
Benefits Segmentation, Product Positioning
Environmental Influence on CB:
Family, Culture and Sub-culture, Social class, Reference group, Adoption and Diffusion of Innovation
Individual Determinants of CB:
Personality and Self Concept, Motivation and Involvement, Consumer Learning and Memory, Information Processing, Attitudes
Consumer Decision of CB:
Problem Recognition, Information Search and Evaluation, Purchase Process, Post purchase Behavior
Organizational Buying Behavior:
Nature of Organizational Buying, Influence on Organizational Buying Behavior, Organizational Buying Decision

Text Books:


• Shiffman, Leon G. and Kannk, Leslie Lazer: Consumer Behavior
• Wilkie William: Consumer Behavior,
• Loudon David L. and Della Bitta, Albert J.: Consumer Behavior