Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
Notes of Consumer-Behaviour

Notes of Consumer-Behaviour



|Views: 8,951 |Likes:
Published by Rajat Verma

More info:

Published by: Rajat Verma on Oct 01, 2010
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less





MK 0002Consumer Behaviour
ContentsUnit 1
Understanding Consumer Behaviour1
Unit 2
Consumers and Market Segmentation28
Unit 3
Environmental and Group influences onConsumer Behaviour47
Unit 4
Perception and Learning91
Unit 5
Individual Determinants of Consumer Behaviour124
Unit 6
Consumer Decision Process187
Unit 7
Consumer Research226
Unit 8
Diffusion of Innovation251
Unit 9
Consumerism and Marketing Ethics276
Unit 10
Business Buyer Behaviour and Decisions310Reference335
Edition: Fall 2007BKID B0815 5
Dec. 2007
Brig. (Dr). R. S. Grewal VSM (Retd.)
Pro Vice ChancellorSikkim Manipal University of Health, Medical & Technological Sciences
Board of StudiesMr. Rajen Padukone
Member – Academic Senate, Sikkim Manipal University
Ms. Vimala Parthasarathy Prof. K. V. Varambally
HODDirectorConvener Manipal Institute of ManagementDepartment of Management & CommerceManipalDirectorate of Distance EducationSikkim Manipal University
Prof. Raj DoraiMr. Jagadeesh
Industry Consultant andAssistant ProfessorVisiting Faculty, IBA, IFIM and BIM,Department of Management &BangaloreCommerce, Directorate of DistanceEducation, Sikkim Manipal University
Mr. Umesh MaiyaMr. R. Ravindra Rao
Assistant Professor Senior FacultyDepartment of Management & Commerce Manipal Institute of ManagementDirectorate of Distance EducationManipalSikkim Manipal University
Content Preparation TeamContent Writing and CompilationDr. B. S. Prakash
Visiting FacultyManagement Schools in BangaloreBangalore
Format Editing
Language EditingMr. JagadeeshMs. A. K. Prathibha
Assistant Professor Visiting FacultyDepartment of Management & CommerceManagement Schools in BangaloreDirectorate of Distance EducationBangaloreSikkim Manipal University
Edition: Fall 2007
This book is a distance education module comprising of written and compiledlearning material for our students.All rights reserved. No part of this work may be reproduced in any form by anymeans without permission in writing from Sikkim Manipal University of Health,Medical and Technological Sciences, Gangtok, Sikkim.Printed and Published on behalf of Sikkim Manipal University of Health, Medical andTechnological Sciences, Gangtok, Sikkim by Mr. Rajkumar Mascreen, GM, ManipalUniversal Learning Pvt. Ltd., Manipal 576 104. Printed at Manipal Press Limited,Manipal.
All marketing decisions and strategies are based on assumptions aboutconsumer behaviour. Hence, the entire marketing management course willbe relevant for the study of consumer behaviour applications. Because ofgrowing importance, we introduced consumer behaviour as subject for MBAstudents.This book contains 10 units
Unit 1:
Deals with understanding Consumer Behaviour.
Unit 2:
Explains about Consumers and Market Segmentation.
Unit 3:
Deals with Environmental and Group influences on ConsumerBehaviour.
Unit 4:
Explain about Perception and Learning.
Unit 5:
Deals with Individual Determinants of Consumer Behaviour.
Unit 6:
Deals with Consumer Decision Process.
Unit 7:
Deals with Consumer Research.
Unit 8:
Deals with Diffusion of Innovation.
Unit 9:
Explains about Consumerism and Marketing Ethics.
Unit 10:
Deals with Business Buyer Behaviour and Decisions.

Activity (87)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Venkatesh Prasad liked this
anyzen liked this
Venkatesh Prasad liked this
polymorpha liked this
Nikki Sinha liked this
vajoansa liked this
vajoansa liked this

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->