Consumer Behaviour

unit I: introduction - consumer behavior-definition-scope of consumer Behaviour- discipline of consumer behavior-customer value satisfaction – retention – marketing ethics. Br>unit II: consumer research - paradigms – The process of consumer research- consumer motivation – dynamics – types – Measurement of motives – consumer perception. Br>unit III: consumer learning – behavioural learning theories – measures of consumer learning – consumer attitude – formation – strategies for attitude change. Br>unit IV: social Class consumer behavior - life style profiles of consumer classes – cross – cultural customers behavior strategies. Br>unit V: consumer decision making – opinion leadership – dynamics- types of consumer decision making- a model of consumer decision making.