CONSUMER BEHAVIOUR

1. Case study – Compulsory ANY 5 2. Applications of consumer behaviour- areas where consumer behaviour is applicable

3. Consumer decision making process 4. Classical (Pavlovian theory) & instrumental conditioning 5. Question on pre-purchase search 6. Consumer attitude 7. Concepts a. Post purchase resonance b. Stimulus generalisation (imitate mkt leader) - part of learning theory c. JND d. Defence mechanisms( aggression, regression, withdrawal)