Contents
Unit - I
Introduction To Consumer Behaviour
1. Consumer Nature Determinants And Importance
2. Consumer Buying Process - I
3. Consumer Buying Process - II Information Search And Evaluation
4. Consumer Behaviour Models
5. Consumer Roles And Buying Behaviour
6. Profile Of The Consumer Innovator
Unit - II
Determinants Of Consumer Behaviour
7. Consumer Motivation Needs And Buying Behaviour
8. Personality And Consumer Behaviour
9. Consumer Perception And Buying Behaviour
10. Consumer Attitude And Buying Behaviour
11. Learning And Consumer Behaviour
12. Life Styles And Consumer Behaviour
13. Self Concept And Consumer Behaviour
Unit - III
External Determinants Of Consumer Behaviour
14. Culture Sub Culture And Consumer Behaviour
15. Social Class And Consumer Behaviour
16. Group Influence And Consumer Behaviour
17. Opinion Leaders Influences And Consumer Behaviour
18. Diffusion Of Innovation And Adoption Process
Unit - IV
Business Buying Behaviour And Consumer Behvaiour
19. Organisational Buying Behaviour
20. Profit And Non Profit Organisations And Consumer Behaviour
21. Consumer Behaviour Research
22. Motivation Research And Consumer Behaviour
23. Consumer Research Issues And Complexities Motivational Research
24. Cross Cultural Dimensions Of Consumer Behaviour
Case Studies