Consumer behaviour: Definition, concepts, importance, Consumer research: Meaning, Consumer research process, Difference between quantitative & qualitative research Market segmentation: Definition, importance, bases of segmentation

Psychological Factors: Consumer motivation: Meaning, Motivation process, Types of motivation (Negative, Positive), Buying motives (Rational Vs. Emotional motives), Defense mechanisms, Maslow’s need hierarchy model Personality: Meaning, Nature, Theories of personality (Freudian theory, Non-Freudian theory, Trait theory) Learning: Meaning, Classical conditioning model, Instrumental conditioning model

Social factors: Reference groups: Meaning, Types of reference groups (Normative, Comparative, Indirect), Selected consumer related reference groups (Friendship groups, Shopping groups, Work groups, Virtual groups, Consumer-action groups), Celebrities, Expert, Common man, Company executive, Trade/Spokes character Family: Meaning, Types (Nuclear, Extended, Single parent), Functions of family, Family life cycle Social class: Meaning, Social class categories, Measurement of social class (Subjective, Reputational & Objective measures), Social class mobility (Upward, Downward)

Cultural factors Culture: Meaning, Levels of subjective culture (Supranational, National, Group Culture), Characteristics Sub-culture: Meaning, categories of subculture (Nationality, Religious, Geographical, Racial, Age, Gender categories of subculture)

Post Purchase behaviour: Behaviour related to purchase, Post purchase evaluation (Satisfaction, Dissatisfaction, dissonance), Product disposition