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Table Of Contents

Target market selection:
Market-mix determination:
UNIT – II
CONSUMER AS AN INDIVIDUAL
CONSUMER NEEDS AND MOTIVES
CONSUMER NEEDS
Need:
Want:
Types of needs:
Hierarchy of needs:
Evaluation and marketing application:
Trio of needs:
(modue-3) MOTIVATION
Definition:
Model of motivation:
Role or functions of motives:
Types of motives:
Arousal of motives:
Dynamics of motivation:
Measurement of motives:
PERSONALITY AND CONSUMER BEHAVIOUR
Nature of personality:
Theories of personality:
Brand Personality
CONSUMER PERCEPTION
Elements of perception:
Model or process of perception:
Dynamics of perception:
Perceptual selection:
Perceptual organization:
Perceptual interpretation:
(A)CONSUMER LEARNING:
(B) CONSUMER ATTITUDES :
ATTITUDE FORMATION AND CHANGE:
SELF IMAGE:
FAMILY:
(Module 5)
SUBCULTURAL AND CONSUMER BEHAVIOUR:
CROSS CULTURAL CONSUMER BEHAVIOUR:
SOCIAL CLASS CULTURAL ASPECTS:
UNIT – IV(module 7)
CONSUMER DECISION PROCESS AND POST-PURCHASE BEHAVIOUR
PERSONAL INFLUENCE AND OPINION LEADERSHIP:
DIFFUSION OF INNOVATIONS:
NAME OF STAGE WHAT HAPPENS DURING THIS
STAGE EXAMPLE
CONSUMER DECISION MAKING PROCESS:
NICOSIA MODEL:
HOWARD-SHETH MODEL:
ENGEL-KOLLAT MODEL:
UNIT – V
ADDITIONAL DIMENSIONS
CONSUMER PROTECTION:
ORGANIZATIONAL BUYER BEHAVIOUR:
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consumer-behavior-study-material-for-MBA

consumer-behavior-study-material-for-MBA

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Published by Akshay Kulkarni

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Published by: Akshay Kulkarni on Jan 31, 2011
Copyright:Attribution Non-commercial

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