Consumer Behaviour (A)

Introduction: Definition, Importance, Scope, Ethics in marketing, Concept of relationship marketing, 7Os of consumer behaviour study. Consumer research: Consumer research process, Research methods and tools. Market segmentation: Definition, Importance, Bases of segmentation, Segmentation strategies. Consumer needs and motivation: Concept of Need, wants and demand, Motivation-meaning, nature, motives, types of motivation, Motivation process

Personality: Definition, Theories of personality (Freudian theory, Neo-Freudian personality theory, Trait theory) Perception: Meaning, Exposure, Attention, Interpretation Learning: Meaning, Behavioural learning theories, Cognitive learning theories, developing brand loyalty and brand equity.

Reference Group: Meaning, types, applied aspect of reference group concept, Word of mouth communication, Opinion leadership Family: Concept, functions, roles of different members of family in buying, Family Life Cycle. Social class: Meaning, Social class categories, measurement parameters, mobility in social class, applied aspect of study of social class.

Culture: Meaning, characteristics, measurement, Subculture concept and categorization. Individual decision making: Model of consumer buying decision, Levels of Consumer decision making

Applications of consumer behaviour study: Health care marketing, Political marketing, Marketing of social causes, Environmental marketing. Deceptive advertising, Consumer education, Advertising Standards Council of India (ASCI) and its objectives.