3 Review(s)

UNIT I : Introduction - Consumer Behavior-Definition-Scope Of Consumer Behaviour- Discipline Of Consumer Behavior-Customer Value Satisfaction – Retention – Marketing Ethics. UNIT II : Consumer Research - Paradigms – The Process Of Consumer Research- Consumer Motivation – Dynamics – Types – Measurement Of Motives – Consumer Perception. UNIT III : Consumer Learning – Behavioural Learning Theories – Measures Of Consumer Learning – Consumer Attitude – Formation – Strategies For Attitude Change. UNIT IV : Social Class Consumer Behavior - Life Style Profiles Of Consumer Classes – Cross – Cultural Customers Behavior Strategies. UNIT V : Consumer Decision Making – Opinion Leadership – Dynamics- Types Of Consumer Decision Making- A Model Of Consumer Decision Making.