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Table Of Contents

Consumer Behaviour
1.1Introduction to Consumer Behaviour—Definition
1.2Reasons for Studying Consumer Behaviour
1.3Applying Consumer Behaviour Knowledge
1.4Marketing Strategy and Consumer Behaviour
1.5Market Analysis
Questions
1.6Consumer Behaviour and Market Segment
1.7Bases for Segmentation
Psychographic or Lifestyle Segmentation
Environmental Influences
Individual determinants
3.2 Individual Determinants
3.3 External Environmental Factors Affecting Consumer Behaviour
Concept of Culture and Subculture
6.1What is a Social Class
Social Group
7.1Introduction
7.2 Reference Groups and the Influence Exerted by Them
7.3Reference Group, Social Influence and Social Power
7.4Reference Group Applications in Marketing
Family Buying Influences, Family Life Cycle and Buying Roles
8.1Introduction
8.2 Family Buying Influences
8.3 The Family Life Cycle Stages
8.4Personal Influences
Diffusion of Innovation
9.2 Innovation
9.3 Diffusion Process
Individual Determinants
10.1Perception
11.1Personality
11.2 Types of Behaviour
11.3Emotions and Marketing Strategy
11.4Self-concept
Motivation and Involvement
12.1Introduction
12.2Maslow’s Theory of Motivation
13.1Introduction
13.2Learning Memory and Product Positioning
13.3Memory
Attitude Development and Alternate Evaluation in Buying
14.1Introduction
14.2Heuristics (The choice-making rules)
14.3Multi-Attribute Choice Models
Decision-Making Process
15.1Problem Recognition and Purchase Behaviour
Search and Evaluation
16.1 Introduction
Purchasing Process and Outlet Selection
17.1 Introduction
Purchase Behaviour (Situational Factors)
18.1 Introduction
Post-Purchase Behaviour
19.1 Introduction
Models of Consumer Behaviour
20.1 Introduction
(Public Policy and Consumer Protection)
21.1 Introduction
Organisational Buying Behaviour
22.1Introduction
22.2Characteristics of ORG Buying (O.B.B.)
22.3Organisational Customers
22.4Factors Influencing Organisational Buying
22.5Factors that Affect Risk
22.6Organisational Buying Situations
Customer Delight
23.1Introduction
23.2Need for Delight
23.3Expectation and Delight
23.4Generating Delight
E-Consumer Behaviour
24.1The Computer Age
24.2E-Business
24.3Web (World Wide Web) WWW
24.4Application to Customer Behaviour
Consumer Research
25.1Introduction
25.2The Objectives of the Study
25.3Secondary Data
25.4Primary Data
25.5Purchase Behaviour
25.6Semantic Differential Scale
26.1In the Indian Context
27.1Case I: Factors Affecting Consumer Behaviour
27.2Case II: Organisational Buying Behaviour
27.3Case III: Family Influences
27.4Case IV: Health Conscious Consumer
27.5Case V: A.T.O. Model of Consumer Behaviour
27.6Case VI: Vending Machines (Motivation)
27.7Case VII: Buyer’s Behaviour
27.8Case VIII: Promoting Beauty Products (Marketing Strategy)
27.9Case IX: Organisation Buying
Advertising Management Overview
1.1Meaning
1.2Nature of Advertising
1.3Scope of Advertising
1.4Types of Advertising
Advertising and Other Promotional Tools
2.2 Publicity
Role of Advertising in Promotion Mix
Process of Advertising
4.1Introduction
4.2The Customer and Competition
4.3Competitive Analysis
Strategies for Advertising
5.2 Strategies for Advertising
5.3 Advertising Planning
Advertising Campaign Planning
Message Creation and Copywriting
Role of Creativity in Copywriting
Advertising Objectives (Mission)
Media Planning
Testing for Advertising Effectiveness
11.3 Media Strategies
11.5 Physiological Tests
Preparation and Choice of Methods of Advertising Budget
12.1 Budgeting Methods
12.2 Budgeting Approaches
12.3 Other Factors Affecting the Allocation of Advertising Budget
13.1 Ethical Advertising
13.2 Social Issues in Advertising
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Consumer Behavior eBook

Consumer Behavior eBook

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Published by: y_nath2000 on Sep 11, 2010
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