Author: Icfai Business School
Introduction
I. Role of Consumer Behaviour in Marketing
1. Role of Consumer Behaviour in Marketing
2. Distinction among consumer, customer, buyer, user and payer
3. Interdisciplinary concepts from psychology, sociology, anthropology, micro-economics and organizational buying behaviour
4. Applications of Consumer Behaviour
5. Consumerism & Consumer Behaviour in the contemporary environment
II. Consumers as Individuals
6. Bases for Consumer Segmentation
7. Consumer Perception and Positioning
8. Packaging as a Positioning element
9. Perceived quality of services
10. Perceived Risk
III. Consumer Motivation And Personality
11. Consumption related personality traits
12. Cognitive personality factors
13. Consumer Ethnocentrism and Cosmopolitanism
IV. Consumer Needs & Motivation
14. Motivation
15. Types and Systems of Needs
16. Marketing applications of need hierarchy
17. Class note: Attitude
18. Multi- Attribute Attitude Models
19. Elaboration Likelihood Model (ELM)
V. Consumer Learning
20. Instrumental Conditioning
21. Information Processing And Cognitive Learning Theory
22. Involvement Theory
23. Reference Group And Opinion Leadership
24. The Word-of-Mouth Environment And e-WOM
25. Family And Social Class
26. Other Functions Of The Family
VI. Cultural Influences on Consumer Behavior
27. Culture’s Role and Dynamics
28. Change in Social or Cultural Values and Attitudinal Functions with Time
29. Changing Cultural Trends In Indian Urban Markets
30. Diffusion of Innovation
31. Diffusion of Innovation: The Social System
32. Consumer Decision Making
33. Consumer Behavior : Consumer Decision Making
34. Evaluation of Alternatives
35. Consumer Decision Making: OUTPUT
VII. Consumer in the Market Place -Outlet Selection and Purchase
36. Consumer in the Market Place – Impact of Marketing Communications
37. Post-Purchase Behavior
38. Post-Purchase Behavior
39. Dark side of consumer behavior
VIII. Organizational Consumer Behavior
Consumer Behavior Copyright © by Icfai Business School. All Rights Reserved.
