Consumer Behavior

 Concepts, consumer research-Quantitative research, Qualitative research, consumer research process, consumer decision making model, types of consumer decision making (Extensive problem solving, Limited problem solving, Routinized problem solving)
Market segmentation: Meaning, bases, criterion for effective segmentation, concentrated vs. differentiated segmentation, countersegmentation, patterns of market segmentation (Market specialization, Product specialization, Selective specialization, Segment specialization, Full market coverage)

Meaning, types of motivation, hierarchy of needs, rational vs. emotional motives.

Consumer perception: Meaning, absolute threshold, differential threshold, subliminal perception, perceptual selection, perceptual organization, perceptual interpretation, product positioning, product repositioning, positioning of services, perceived price, perceived quality, price/quality relationship, retail store image, manufacturer’s image.

 Elements of consumer learning, theories of learning (Classical conditioning, Instrumental conditioning), measures of consumer learning (recognition and recall measures)

Reference groups and family influences:  Meaning, types of reference groups, family life cycle (Traditional, Non-traditional), relationship between family life cycle and consumer behavior

  Meaning, social class categories, measurement of social class, (subjective, reputational, objective measures), social class mobility, applications of social class behavior pattern on consumer behavior.

 Culture-Meaning, characteristics, enculturation and acculturation, measurement of culture, cultural relevance to marketing decisions, subculture, nationality subculture, religious subculture, geographic and regional subculture, racial subcultures, age subcultures, gender as subculture.