CONSUMER BEHAVIOUR

Introduction to consumer Behavior : Diversity of consumer behavior - Concept and need for studying consumer behavior and marketing management, factors influencing consumer buying behaviour, consumer buying process.

Consumer Modeling : The economic model - Learning model- psychoanalytic model – The sociological model- The Howard Sheth model of buying behavior - The Nicosia model- The Engel-Kollat-Blackwell Model. Individual Determinants of Consumer behavior- Perception, Meaning of perception- the perceptual process- Factor responsible for perceptual Distortion, Learning -what is Learning?- components or elements of learning process.

Individual Determinant of Consumer Behavior : Personality- Meaning and NatureCharacteristics of Personality- Stages in the development of personality, personality influences and consumer behavior - self-concept or self-image. Attitude and behavior- The concept of Attitude-Relationship between Attitude and behavior- Factors involved in Attitude formation- Motivation- What is Motivation? Needs And goals- The Dynamic Characteristic of Motivation.

Influence of Social class : Definition and meaning of social stratification -factors responsible for social stratification -characteristic features of social classes- Social influence on consumer behavior. Group Dynamics and Consumer Reference Groups- Definition and Meaning of Group- Reasons For formation of group -Types of Groups relevents to consumer behavior - Family life cycle- Friendship Group Formal social clubs-Shopping Friends groups- Work group-Reference group.

Consumer Satisfaction and Relationship Marketing : Customerisation- Working towards enhancing Customer satisfaction-Sources of customer dissatisfaction- Relationship marketing Meaning Understanding the economics of customer retention- Market emphasis in relationship marketing.