Unit2 CBAM

Noida Institute of Engineering and Technology, Greater Noida
Consumer As Individual
Unit: 02
Consumer Behavior & Marketing

Communication Ajay Gangele
Assistant Professor
Course Details MBA
(MBA:Sem-III)
Ajay Gangele AMBAMK0313

1
11/17/2022 Unit-2
Index/Content
S. No. Index
1.
Name of Subject with code, Course and Subject Teacher
2.
Brief Introduction of Faculty member with Photograph
3. Evaluation Scheme
4. Syllabus
5. Branch wise Application
6. Course Objective(s)
7. Course Outcome(s)
8. Program Outcomes (POs)
9. COs and POs Mapping
11/17/2022 Ajay Gangele AMBAMK0313 Unit-2 2

Index/Content
S. No. Index
10. Program Specific Outcomes (PSOs)
11. Cos and PSOs Mapping
12. Program Educational Objectives (PEOs)
13. Result Analysis
14. End Semester Question paper Templates
15. Prequisite/Recap
16. Brief Indtroduction about the Subject with Videos
17. Unit Contents
18. Unit Objectives
19. Topic Objectives/Topic Outcome

Index/Content
S. No. Index
20. Lecture related to topic
21. Daily Quiz
22. Weekly Assignment
23. Topic Links
24. MCQs
25. Glossary Questions
26. Old question papers
27. Expected Questions
28. Recap of unit

Faculty Profile
Faculty Name: Ajay Gangele

Designation: Assistant Professor
Department: MBA
Email ID: ajay.gangele@niet.co.in
Qualification: B.Sc. MBA,UGC NET,PhD(P)
Specialisation: Marketing and HR
Research Area: Marketing
Teaching Area: Marketing and HR
Total Experience: 17 Years

Evaluation Scheme
End
Code Subject Periods Evaluation Scheme Semester Total Credit
No
L T P CT T PS Total TE PE
A
1 Core
3 0 0 30 20 0 50 100 0 150 3
Strategic Management
2 Core Corporate Governance, 3 0 0 30 20 0 50 100 0 150 3
Values & Ethics
3 Elective Specialization Group -1 3 1 0 30 20 0 50 100 0 150 4
Elective 1
Elective 2
Elective 3
Elective 1
Elective 2
8 Project Summer Internship Project Report 0 0 4 50 100 150 2
Total 1200 28
Ajay Gangele AMBAMK0313 Unit-2

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Subject Syllabus
Subject Syllabus

Subject Syllabus

Subject Syllabus

Branch Wise Applications
 Customer relationship manager
 Marketing Manager
 Advertising Manager
 Sales and marketing

Course Objective
1. To understand consumer behavior and explain the consumer decision

making process
2. To define external and internal influences on buying behavior
3. To provide an understanding of integrated marketing communications
(IMC) and its influences on other marketing functions and other
promotional activities.
4. Help to understand what advertising is and its role in advertising and
brand promotion.
5. Understand the importance of message design and the creativity involved
in message designing.

Course Outcome
CO1. Students will develop an understanding of digital and social media

marketing practices.
CO2. Students will develop understanding of the social media platforms.
CO3. Students will acquire the skill to acquire and engage consumers online.
CO4. Students will develop understanding of building organizational
competency by way of digital marketing practices and cost considerations.
CO5. Students will develop understanding of the latest digital practices for
marketing and promotion.

Program Outcomes
• Program Outcomes:
• PO1. Apply knowledge of management theories and practices to
solve business problems.
• PO2. Foster Analytical and critical thinking abilities for data-based
decision making.
• PO3. Ability to develop Value based Leadership ability.
• PO4 Ability to understand, analyze and communicate global,
economic, legal, and ethical aspects of business.
• PO5 Ability to lead themselves and others in the achievement of
organizational goals, contributing effectively to a team environment.


CO and PO Mapping
SNO CO P01 P02 P03 P04 P05

1 CO1 M L M H M
2 CO2 L M M M H
3 CO3 M L L H M
4 CO4 L L M M H
5 CO5 L M M H H
Avg 1.4 1.4 1.8 2.6 2.6
H=3,M=2,L=1

Program Educational Objectives
Program Educational Objectives (PEOs)Two-year Full-Time MBA program is

designed to meet the following Program Educational Objectives:
PEO 1:Graduates of the Management program will have conceptual

knowledge, to adapt to the rapidly changing environment, learn new skills
and demonstrate application of management principles in a professional
work setting.
PEO 2:Graduates will apply appropriate tools for decision making required
for solving complex managerial problems in the local or global context.
PEO 3:Graduates of the Management program will exhibit integrity, social

responsibility, and teamwork.
PEO4: Graduates will exhibit ethics, communication skills, leadership

qualities and entrepreneurial mindset using creativity and innovation .
Result Analysis
Subject Total
Name & Code No.
Of Pas
Stude s % No. of No. of no. of No. of No. of
student student student Average
nts students students Marks
40>65 s 65>75 s 75>90 s 90 & having
(%) (%) Above (150)
(%) Backlog
(%)
Consumer 38 35 10 13 12 0 3 104
Behavior and
Advertising
Management

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Unit-2
End Semester Question Paper Template



Prerequisite
• Concept of Consumer and customer

• Process of Consumer Buying Behavior
• Basic philosophies of marketing
• Innovation in marketing

11/17/2022 Namrata Singh AMBMK013 CB & Advertising Unit:01 20
Unit-2
Brief Introduction about the Subject with
videos
• Consumer behavior is the study of how individual customers,
groups or organizations select, buy, use, and dispose ideas, goods,
and services to satisfy their needs and wants.
• It refers to the actions of the consumers in the marketplace and the
underlying motives for those actions.
• The study of consumer behaviour (CB) is very important to the
marketers because it enables them to understand and predict
buying behaviour of consumers in the marketplace
https://www.youtube.com/watch?v=nIQhHEWpdWs
https://www.youtube.com/watch?v=avh2Ppw5wc8
https://www.youtube.com/watch?v=0ay2Qy3wBe8
https://www.youtube.com/watch?v=7-P2_rGFg18
https://www.youtube.com/watch?v=wrtEfxP-8t0

Content
1. Consumer as Individual and in social context

2. Consumer perception
3. Consumer Attitude formation and change
4. Learning theories
5. Reference Group
6. Family
7. Culture
8. Sub Culture

Unit Objective
• To understand consumer behavior and explain the consumer decision

making process.

Unit to CO Mapping
Topics of Session CO1 CO2 CO3 CO3 CO4 CO5
Unit 1 H M L
Unit 2 H L M
Unit 3 M H L
Unit 4 L H M
Unit 5 M L H

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Unit-2
Noida Institute of Engineering and Technology,
Greater Noida
(Unit –2) Topic 1
Consumer as Individual and in social

context

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Unit-2
Topic Mapping with Course Outcome
Topics Course Outcome

Influence of social environment on C02
consumer
Individual Factors affecting C02
consumer

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Unit-2
Topic Objective
Topic Topic Objective

No.
1 To study the social factors impacting consumers
2 To study individual factors impacting consumers
27

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Unit-2
Influence of the Social Environment

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Unit-2
Introduction to Consumer Behavior
Influence of the Social Environment
• Culture: The values, ideas, attitudes, and symbols that people adopt to
communicate, interpret, and interact as members of society
• Consumer Socialization: When socialization is applied to marketing and
consumer behavior.
• Socialization:
– The process of absorbing a culture
• Consumer Socialization:
– When socialization is applied to marketing and consumer behavior.

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Definition
Influence ofof
theConsumer Behavior
Social Environment
Values:
Shared beliefs or cultural norms about what is important or right.
Cultural values directly influence how consumers view and use individual
products, brands, and services
• The List of Values (LOV):
• Self-respect
• Warm relationships
• Self-fulfillment
• Sense of belonging
• Respect from others
• Excitement
• Security
• Sense of accomplishment
• Fun and enjoyment in life
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Definition
Influence ofof
Social Environment
Subcultures
• Ethnic Patterns:
– The norms and values of specific groups or subcultures within a
society.
• Demographic characteristics used to identify subcultures:
– Nationality - Hispanics, Italians
– Race - African-American, American Indian, Asian
– Region - New England, the South
– Age - Elderly, teenager
– Religion - Catholic, Jewish, fundamentalist

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Definition
Influence ofof
Social Environment
• Social Classes:
– Relatively homogeneous divisions within a society that contain people
with similar values, needs, lifestyles, and behavior.

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Definition
Influence ofof
Social Environment
• Family influences play two important roles in:

– The socialization of people.
– Affecting individual purchase decisions
• Family Life Cycle:
– The sequence of steps a family goes through:
– From young, to
– Single adults, to
– Married couples whose children have left home, to
– The retired survivor

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Definition
Influence ofof
Social Environment
• Reference Groups:
– Those others look to for help and guidance including friends, co-
workers, and others.

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Definition of Consumer
Individual Behavior
Differences
Sources of Individual Differences Influencing Consumer Behavior:

1. Word-of-mouth communications
2. Personality
3. Lifestyles and psychographics
4. Motivation

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Unit-2
Recap
-Consumer in social context

-Consumer behavior in individual context

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Unit-2
Daily Quiz
1. Define culture.
2. What is sub-culture?
3. Define motivation.
4. Who all comes in the category of reference groups?
5. What is positive word of mouth?
37

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Unit-2
Faculty Video Links, YouTube & NPTEL Video
Links and Online Courses Details
https://www.youtube.com/watch?v=c1slil8LhOE
https://www.youtube.com/watch?v=0mfoeO2dVE0

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Unit-2
Greater Noida
(Unit –2) Topic 2
Consumer Perception

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Content
• Concept of perception
• Application of perception in marketing.
• Concept of Absolute Threshold.
• Consumer Attitude
• Learning theories

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Unit-2
Recap
-Consumer in social context

-Consumer behavior in individual context

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Unit-2
Topic Objective

No.
1 To study concept of perception
2 To study application of perception in marketing.
3 To study the concept of Absolute Threshold.
4 To study consumer Attitude
5 To learn about consumer learning
42

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Unit-2
Topic Mapping
S.No. Topic Course

Outcome
1 Concept of perception C02
2 Application of perception in marketing C02
3 Concept of Absolute Threshold. C02
4 To study consumer Attitude C02
5 To learn about consumer learning C02
43

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Unit-2
Recap
1. Contributing discipline to Consumer behavior.

2. Types of Customers.
3. Types of Consumers.

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Perception
• Perception is defined as the process by which an individual selects,

organizes and interprets stimuli into a meaningful and coherent picture of
the world.
• Perception is a highly individual process based on each person’s needs,
values and expectations.

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Perception
Basic Concepts
Sensation: Sensation is the immediate and direct response of the sensory organs to
stimuli.
Stimuli: A stimuli is any unit of input to any of the senses (product, packages, brand
name & advertisement)
Sensory receptors: Sensory receptors are the human organs (eyes, ears, nose, mouth)
that receive sensory input.

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Perception
The Absolute Threshold:
The point at which a person can detect a difference between something and nothing
As absolute threshold increases, our senses become dull.
Sensory adaptation: which is why co. change their advertisements regularly.
The Differential Threshold:
The minimal difference that can be detected between two similar stimuli is called
the differential threshold or Just Noticeable Difference(J.N.D).
 Significant increase is noticed quickly
 Product improvements
Marketing Application of J.N.D
Negative Changes: Reduction in product size or quality, increase prices.
Positive Changes: Updated packaging, large size,
Lower prices.

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Perception
Subliminal Perception:\
Subliminal perception occurs when stimulus is below the level of the consumer’s
awareness. Stimuli that are too weak or too brief to be consciously seen or heard.
Perceptual Selection
An individual may look at some thing, ignore others and turn away from still others.
Which stimuli get selected depends on.
 Nature of Stimuli (Contrast to differentiate)
 Expectations (familiarity, previous experience,)
 Motives (stronger the motive)
Concepts Concerning Selective Perception
1. Selective Exposure:
2. Selective Attention: price, appearance, Design
3. Perceptual Defense: Individuals distort information that is not consistent with their
needs, values and beliefs. (Smoking- psychologically threating)
4. Perceptual Blocking: ‘tuning out’ of stimuli’

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Perception
Perceptual Organization
People do not experience the numerous stimuli separately rather into a unified
wholes.
Principles of Perceptual Organization
• Figure and Ground: Stimuli that contrast with their environment are more likely to
be noticed.
• Advertiser should make sure that stimulus they want noted is seen as figure and
not as ground
• Grouping: Individuals tend to group stimuli so that they form a unified picture. It
facilitates their memory and recall. (Mobile Number).
• Closure: Incomplete messages are better remembered than completed ones.

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Perception
Perceptual Interpretation
How close a person’s interpretations are to reality, depends on the clarity of the
stimulus, past experience, motives and interest at the time of perceiving.
Perceptual Distortion
1. Physical Attractiveness: People tend to attribute the qualities they associate with
certain people to others who may resemble them.
2. Stereotypes: Black & white ad
3. First Impressions
4. Jumping to Conclusions
5. Halo Effects: Licensing, Brand Extension

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Unit-2
Consumer Attitude
Consistency of purchases, recommendations to others, top rankings, beliefs,

evaluations and intentions are related to attitude.
Property of Attitudes
1. The attitude “object”.
2. Attitudes are a learned predisposition.
3. Attitudes have consistency.
4. Attitudes occur within a situation.

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Consumer Attitude
Models of Attitudes
1. Tri-component attitude Model
2. Multi-attribute attitude Model
3. Trying-to-consume Model
4. Attitude-toward-the-ad Models

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Tri-component attitude Model
Cognition
Affect
Conation

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Multi-attribute attitude Model
1. The attitude-toward-object model (Brand, Service)

2. The attitude-toward-behavior model (Actual Purchase)
3. Theory-of-reasoned-action model ( Acceptance by family, friends)

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Trying-to-consume Model
Action is not certain but attempt to consume. Diet to lose weight but.

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Attitude-toward-the-ad Models
Consumer forms various feelings and judgments as the result of an

advertisement. Positive attitude formed due to ad impact positively on
sales.

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Attitude Formation
1. Attitudes are learned.

2. Sources of influence on attitude formation. (Personal experience, Family,
Friends)
3. Impact of personality on attitude formation. (Cognitive Vs Emotional)

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Strategies of Attitude Change
1. Changing the basic motivational Function.

2. Associating the product with a Group, event or cause.
3. Resolving two conflicting attitudes
4. Altering components of multi-attribute model
5. Changing beliefs about competitors' brand.

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Associating the product with a Group, event or
cause.
• Corporate Social Responsibility

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Resolving two conflicting attitudes
Fulfilling two needs by a single products.

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Altering components of multi-attribute model
1. Changing the relative evaluation of attributes. (different attribute to

different segment)
2. Changing brand beliefs. (difficult to use, Heavy)
3. Adding an attribute.
4. Changing the overall brand rating.

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Changing beliefs about competitors' brand.
• Comparative Advertising

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Consumer Learning
It is a process by which individual acquire the purchase and consumption

knowledge and experience that they apply to future related behavior.

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Basic elements in Learning
1. Motivation: Motivation acts as a spur to learning.

2. Cues (Specific Way): Cues are stimuli that give direction to motives.
3. Response: How individuals react to a drive or cue.
4. Reinforcement: Specific behavior will occur in the future as a result of
specific cue or stimuli.

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Learning Theories
1. Behavioral learning theory: It focuses on exclusively on observable

behavior (responses) that occur as the result of exposure to stimuli.
A. Classical Conditioning (Repetition)
B. Instrumental Conditioning
2. Cognitive Learning Theory: It view learning as a function of purely mental

process.

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Behavioral Learning Theory
• Classical Conditioning: Conditioned learning results when a stimulus that

is paired with another stimulus that elicits a known response serves to
produce the same response when used alone.

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Behavioral Learning Theory

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Application of Classical Conditioning Theory
1. Repetition: Slowing the process of learning

2. Stimulus Generalization: private-label (same Color, Packaging)
 Product line and Brand extension.
 Family Branding: Whole line of products under same brand name

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Application of Classical Conditioning Theory
 Licensing: allowing a well-known brand name to be affixed to products

of another manufacturer.
3. Stimulus Discrimination: It results in the selection of a specific stimulus
(Positioning) from among similar stimuli.
 Positioning
 Product Differentiation

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Behavioral learning theory
B. Instrumental Conditioning:
 Learning occurs through a trial and error process with habits formed as a
result of rewards received for certain responses or behavior.
 Learning occurs in a controlled environment in which individuals are

rewarded for choosing a appropriate behavior.
 A favorable experience (fit brand) is instrumental in teaching the

individual to repeat a specific behavior.

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A Model of Instrumental Conditioning

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Instrumental Conditioning
1. Reinforcement of Behavior:
Positive reinforcement
Negative reinforcement: Insurance, Headache remedies.
2. Extinction and Forgetting: Extinction is the point at which the link between
the stimulus and the expected reward is eliminated due to non-repetition.
Forgetting is concerned with time gap.
Extinction can be overcome by enhancing customer satisfaction and
forgetting by repetition.

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Application of Instrumental Conditioning
1. Customer Satisfaction (Reinforcement).
2. Relationship marketing
3. Reinforcement schedule: Continuous, fixed ratio, random.
4. Shaping: Severe discount on popular brands to entice customer to visit

regularly

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Unit-2
Recap
1. Consumer Perception
2. Consumer Attitude formation
3. Consumer Learning

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Unit-2
Faculty links
https://www.youtube.com/watch?v=XJK_R_7-09M
https://www.youtube.com/watch?v=m79Qxb20DzA
https://www.youtube.com/watch?v=S1cxPJ4g1ak
https://www.youtube.com/results?
search_query=consumer+learning+in+consumer+behaviour

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Unit-2
Daily Quiz
1. Cues are …....... that give direction to motives. (Stimuli)

2. The agencies make optimum use of these people, their experience and
their…........... (knowledge. )
3. Specific behavior will occur in the future as a result of specific cue
or…........ (Stimuli)
4. “creativity plays an important role in developing effective…..........
(message)
5. Advertising can reach masses of …...............scattered buyers at a low cost
per exposure (geographically)

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Unit-2
Noida Institute of Engineering and
Technology, Greater Noida
(Unit –2) Topic 3
Reference Group

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Unit-2
Content
1. Concept of Reference Group.

2. Types of Reference Group.
3. Types of Family

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Unit-2
Recap
1. Consumer Perception
2. Consumer Attitude formation
3. Consumer Learning

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Unit-2
Topic Objective

No.
1 To study the application of reference group in
marketing.
2 To learn about types of reference group
3 To learn the application of family concept in
marketing.
80

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Unit-2
Topic Mapping
S.No Topic Course
. Outcome
1 To study the application of reference group in CO2
marketing
2 To learn about types of reference group CO2
3 To learn the application of family concept in CO2

marketing
81

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Unit-2
Reference Group
• Reference Group is any person or group that serves as a point of reference

for an individual in forming either general or specific values, attitudes, or
specific guide for behavior.
Types of Reference Group
1. Normative reference group: Immediate family
2. Comparative reference group: Neighborhood

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Reference Group
Factors that affect reference group influence

1. Information & Experience
2. Credibility, attractiveness and power of RG

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Reference Group
Major Consumer Reference Group

1. Friendship groups
2. Shopping groups
3. Work groups
4. Virtual groups or communities
5. Celebrities
6. The Expert (Insurance, Mutual Funds)

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The Family Influences
• Two or more persons related by blood, marriage or adoption who reside

together.
Types of Family
1. Married Couple
2. Nuclear Family
3. Extended Family
4. Single- Parent Family
Functions of Family
5. Economic well-Being
6. Emotional support
7. Suitable family life style

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Unit-2
Recap
1. Family Influences.
2. Types of Family.
3. Family Functions.

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Faculty links
1. https://www.youtube.com/watch?v=i6w4qODS8PA
2. https://www.youtube.com/watch?v=JmfgE-1fJZk&t=17s

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Unit-2
Daily Quiz
• CDM stands for ________ (Consumer Decision Making )

• When goods and services are purchased for use in the production or
assembling of products that are sold and supplied to others is known as
______ (Business Buyer Behaviour )
• -------------- refers to how an individual perceives a particular message
(Consumer Interpretation )
• Two of the most important psychological factors that impact consumer
decision-making process are product _____________ and product
involvement. (Price )
• Many sub cultural barriers are decreasing because of mass
communication, mass transit, and _______________(The use of new
technology )

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Unit-2
Greater Noida
(Unit –2) Topic 4
Social Classes

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Unit-2
Content
1. Concept of Social Classes.

2. Culture
3. Sub-Culture

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Unit-2
Recap
1. Family Influences.
2. Types of Family.
3. Family Functions.

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Unit-2
Topic Objective

No.
1 To learn the application of social classes in
understanding consumer behavior
2 To learn about culture and sub-culture.
92

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Unit-2
Topic Mapping
S.N Topic Course

o. Outcome
1 To learn the application of social classes in C02
understanding consumer behavior
2 To learn about culture and sub-culture. C02
93

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SOCIAL CLASSES
• Social Class can be thought of as a continuum- a range of social positions

on which each member of society can be placed.

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SOCIAL CLASSES

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SOCIAL CLASSES

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SOCIAL CLASSES

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SOCIAL CLASSES
Six Categories of Social Classes by Warner:

1. Upper Upper Class
2. Lower Upper Class
3. Upper Middle Class
4. Lower Middle Class
5. Upper Lower Class
6. Lower Lower Class

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Culture: Definition
Tylor define culture as ‘‘that complex whole which includes knowledge,

belief, art, morals, law, custom and any other capabilities and habits
acquired by man as a member of society’’.

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Characteristics of Culture
1. Culture is learned
2. Culture is unconscious
3. Culture is Symbolic
4. Culture is a way of life
5. Culture is Dynamic
6. Culture is Relative

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Dimensions of Culture
1. Values
2. Norms
3. Ideas/Beliefs
4. Attitudes
5. Symbols
6. Traditions
7. Artifacts

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Subculture
The members of a specific subculture possess beliefs, values, and customs

that set them apart from other members of the same society.
Sub-cultural Categories
1. Nationality
2. Religion
3. Geographic location
4. Race
5. Age
6. Sex

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Video Links
1. https://www.youtube.com/watch?v=SnHhzLktYJw
2. https://www.youtube.com/watch?v=89tTDw5TF5U
3. https://www.youtube.com/watch?v=o68yjceUciw

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Unit-2
Quiz
• Define reference group.

• Define subculture.
• What is a social class?
• What is a social sub class?

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Unit-2
Recap
• Reference Group
• Culture
• Social class

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MCQs
(i) ________ is a set of distinguishing human psychological traits that lead to relatively
consistent and enduring responses to environmental stimuli.
a. Image b. Personality
c. Beliefs d. Heredity
(ii) A(n) ________ group is one whose values or behavior an individual rejects.
a. aspirational b. disassociative
c. membership d. primary
(iii) Which of the following would be the best illustration of a subculture?
a. religion b. group of close friends
c. Your university d. fraternity or sorority
(iv) The fundamental determinant of a person’s wants and behavior is the person’s
____.
a. psyche b. national origin
c. culture d. peer group
(v) The major reason people give for not shopping on the Internet is .
a. lack of “touch” b. security concerns
c. too difficult d. unfamiliar merchants
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MCQs
(vi) A key driver of sales frequency is the ________ rate.
a. product consumption b. disposal
c. refusal d. utility
(vii)If performance meets consumer expectations, the consumer is ________.
a. Delighted b. satisfied
c. Disappointed d. surprised
(viii) ________ risk occurs if the product fails to perform up to expectations.
a. Physical b. Financial
c. Social d. Functional
(ix) With respect to consumer purchase intention, all of the following would be among
the sub-decisions made by consumers except.
b. emotional value b. brand
c. dealer d. payment method
(x) A(n) ________ puts people into a frame of mind: liking or disliking an object,
moving toward or away from it.
c. Attitude b. belief
c. Feeling d. position
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Glossary
Evaluation Need Dissatisfied Decision maker
Second stage in the Consumer Decision Making model is ______
The final stage in the Consumer Decision Making model is ______
The customer or consumer is __________when actual performance exceeds

the expected performance of the product.
Parents buy toys or gifts for their children. This act is considered as _______ in
the buying process.

11/17/2022 108
Unit-2
Weekly Assignment
Q. Describe the role of family in consumer buying process.

Q Discuss the process of consumer buying behavior.
Q. Analyze the impact of culture on consumer buying behavior.
Q. Give the classification of social classes.
Q. Explain the concept of Absolute Threshold.
109

11/17/2022
Unit-2
Faculty Video Links, YouTube & NPTEL Video Links
and Online Courses Details
1. https://www.youtube.com/watch?v=JFqee_LfqvU
2. https://www.youtube.com/watch?v=9QnfWhtujPA
3. https://www.youtube.com/watch?v=Uw3XiD0uzzM

Sessional Question Papers



Old Question Papers

Old
OldQuestion
QuestionPapers
Papers

Old Question Papers Papers
Old Question

Old QuestionPapers
Old Question Papers

Old QuestionPapers
Old Question Papers

Expected Questions for University Exam
1. Outline the causes of customer dissatisfaction after buying a product.

2. Explain the attribution theory with suitable examples.
3. Describe the consumer buying process with suitable examples.

Recap
1. Consumer as Individual and in social context

2. Consumer perception
3. Consumer Attitude formation and change
4. Learning theories
5. Reference Group
6. Family
7. Culture
8. Sub Culture

References
1. https://www1.udel.edu/alex/chapt6.html
2. https://study.com/academy/lesson/what-is-consumer-buying-behavior-defini
tion-types-quiz.html
3. http://www.yourarticlelibrary.com/consumer-behaviour/consumer-buying-b
ehaviour-meaning-process-and-types/87244
Ajay Gangele AMBAMK0313 Unit-2

11/17/2022 121
Thank You

Unit2 CBAM

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Noida Institute of Engineering and Technology, Greater Noida

Consumer Behavior & Marketing

Ajay Gangele AMBAMK0313

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Faculty Name: Ajay Gangele

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 Customer relationship manager

 Sales and marketing

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1. To understand consumer behavior and explain the consumer decision

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CO1. Students will develop an understanding of digital and social media

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SNO CO P01 P02 P03 P04 P05

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Program Educational Objectives (PEOs)Two-year Full-Time MBA program is

PEO 1:Graduates of the Management program will have conceptual

PEO 3:Graduates of the Management program will exhibit integrity, social

PEO4: Graduates will exhibit ethics, communication skills, leadership

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• Concept of Consumer and customer

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1. Consumer as Individual and in social context

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• To understand consumer behavior and explain the consumer decision

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Ajay Gangele AMBAMK0313

(Unit –2) Topic 1

Consumer as Individual and in social

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Topics Course Outcome

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Topic Topic Objective

1 To study the social factors impacting consumers

2 To study individual factors impacting consumers

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– Race - African-American, American Indian, Asian

– Region - New England, the South

– Age - Elderly, teenager

– Religion - Catholic, Jewish, fundamentalist

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• Family influences play two important roles in:

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Sources of Individual Differences Influencing Consumer Behavior:

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-Consumer in social context

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Ajay Gangele AMBAMK0313