CONSUMER BEHAVIOUR G07S213 UNIT 1 Introduction - Defining consumer Behavior - Reasons for studying Consumer Behavior - Consumer and

market segments - Environment influence on consumer Behavior - Culture - Subculture - Social Class Reference Group and family Influence and diffusion of innovations UNIT 2 Individual determinants of consumer behavior - motivation - personality and self concept - consumer perception - consumer learning - consumer attitude formation and change UNIT 3 Consumer decision process - Problem recognition - Search and evolution - purchasing process post purchasing process - consumer behavior models - consumerism - organizational buying behavior UNIT 4 Communication - process of communication - marketing communication - objective of marketing communication - IMC - factors contributing to IMC - Participation in IMC - IMC promotion mix - IMC management & planning model - challenges in IMC - promotion mix sponsorship - Supportive communication - role of e-commerce in marketing communication UNIT 5 Advertising management - overview - meaning - nature and scope of advertising - advertising and other promotional tools - role of advertising in promotion mix - process of advertising - customer and competitor analysis - STP strategic for advertising - Campaign planning - Message creation - copywriting - role of creativity in copywriting - media planning - testing of advertising - effective preparation and choice of method of advertising budget - ethical and social issues in advertising - Management of advertising - role of advertising in natural development

References
1. 2. 3. 4. 5. 6. Consumer Consumer Consumer Consumer Consumer Consumer Behaviour Behaviour Behaviour Behaviour Behaviour Behaviour Abdel Baset I.M. Hasouneh - Sublime - 2003 C L Tyagi and Arun Kumar - Atlantic Pub - 2004 Munish Vohra - Anmol - 2006 Atul Kr. Sharma - Global Vision Pub - 2006 H C Purohit - Shree Pub - 2007 Ravi Jyee and Avinash Chiranjeev - Jnanada Prakashan - 2010