Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more ➡
Standard view
Full view
of .
Add note
Save to My Library
Sync to mobile
Look up keyword or section
Like this

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
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
7.2 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
8.2 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
11.2 Types of Behaviour
11.3Emotions and Marketing Strategy
Motivation and Involvement
12.2Maslow s Theory of Motivation
13.2Learning Memory and Product Positioning
Attitude Development and Alternate Evaluation in Buying
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
22.2Characteristics 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
23.2Need for Delight
23.3Expectation and Delight
23.4Generating Delight
E-Consumer Behaviour
24.1The Computer Age
24.3Web (World Wide Web) WWW
24.4Application to Customer Behaviour
Consumer Research
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
1.2Nature 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
4.2The 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
0 of .
Results for:
No results containing your search query
P. 1
25253047 Consumer Behavior and Advertising Management

25253047 Consumer Behavior and Advertising Management

Ratings: (0)|Views: 538|Likes:
Published by Shefa Ssh

More info:

Published by: Shefa Ssh on Jan 27, 2012
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





You're Reading a Free Preview
Pages 8 to 105 are not shown in this preview.
You're Reading a Free Preview
Pages 113 to 123 are not shown in this preview.
You're Reading a Free Preview
Pages 131 to 243 are not shown in this preview.
You're Reading a Free Preview
Pages 251 to 369 are not shown in this preview.
You're Reading a Free Preview
Pages 377 to 391 are not shown in this preview.

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)//-->