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09BAM
05 CONSUMER BEHAVIOUR
4 0 0 4
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UNIT
I |
INTRODUCTION |
12 |
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Consumer Behaviour - Definition - Concepts and Dimensions - Applications in Marketing - Approaches to study
Consumer Behaviour |
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UNIT
II |
CONSUMER
AS AN INDIVIDUAL, CONSUMER STUDY |
12 |
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Consumer Needs - Consumer
Motives - Personality of Consumers - Perception of Consumers
Learning - Theories - Attitude - Formation and Change - Communication and Persuasion - Self Image - Values
and Life style |
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UNIT
III |
CONSUMER
AND SOCIETY |
12 |
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Consumer Dynamics - Consumer
Reference Groups - Family and Social Class - Culture and Sub-culture - Cross
Culture |
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UNIT
IV |
CONSUMER
DECISION MAKING |
12 |
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Opinion Leadership - Diffusion
of Innovations - Consumer Decision Making Process - Models of Consumer
Decision Process - Nicosia
Howard Sheth Model - Engel-Kollet Model. |
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UNIT
V |
POST
PURCHASE DECISIONS, DIMENSIONS |
12 |
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Post Purchase Behaviour -
Consumer Expectations - Consumer Satisfactions - Managing Dissonance - Consumer
Loyalty and Loyalty programmes
Consumerism and Customer
Protection - Difficulties and Challenges in Predicting CB - Online Consumer
Behaviour
TOTAL: 60 |
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TEXT BOOKS: |
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Sl.No. |
Author(s) |
Title of the
Book |
Publisher |
Year of
Publication |
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1. |
Leon G Schiff man and Leslie Lazar Kanuk |
Consumer Behaviour |
Pearson Education |
2002 |
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REFERENCE BOOKS: |
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Sl.No. |
Author(s) |
Title of the
Book |
Publisher |
Year of
Publication |
|
1.
|
David L Loudon and
Albert J Della Bitta |
Consumer Behaviour |
McGraw Hill,
New Delhi |
2002 |
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2. |
Jay D Lindquist and M.Joseph Sirgy |
Shopper, buyer and consumer Behaviour, Theory and
Marketing Applications |
Biztantra Publication |
2005 |
|
3. |
Sheth Mittal |
Consumer Behaviour A managerial Perspective |
Thomson Asia
Pvt. Ltd. |
2003 |
|
4. |
Srivastava K.K |
Consumer Behaviour in Indian context |
Goal Gotia Publishing Co. |
2003 |
|
5. |
Gupta S L and
Sumitra Pal |
Consumer Behaviour
on Indian
Perspective |
Sultan Chand,
New Delhi
|
2001 |
|
6. |
Henry Assael |
Consumer Behaviour strategic approach |
Biztantra,
New Delhi |
2005 |
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WEB URLs:
- www.consumerpsychologist.com
- www.ebsglobal.net/information
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