Meaning, Definition, relevance, nature and scope, development of field of consumer behavior, concept of consumer research, qualitative and quantitative research, steps in consumer research process

consumer decision making process, types of consumer buying behavior, environmental influences on consumer behavior- cultural influences- social class, reference groups and family influences- opinion leadership and personal influences, diffusion of innovations, adoption process

Individual determinants of consumer behavior: consumer perception, learning, attitudes, motivation and personality, psychographics, values and lifestyles

Models of consumer behavior: Nicosia, Howard and Sheth, Engel-Blackwell-Miniard

Retailing and consumer behavior: profile of Indian consumer, influence of situational variables on shopping behavior, consumer image of a retail store