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Consumer Behaviour Maximize

Consumer Behaviour

Dr. R. Radhamani & N R. Ganaga Durga Devi

ISBN - 978-93-87093-90-4

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BHU2018/BBA/06/1

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BBA, Semester - VI
According to the new syllabus of
‘Bharathiar University, Coimbatore
CONSUMER BEHAVIOUR
 
UNIT-I Introduction – Consumer Behaviour – Definition – Scope of Consumer Behaviour – Discipline of Consumer Behaviour – Customer Value Satisfaction – Retention – Marketing Ethics.
 
UNIT-II Consumer Research – Paradigms – The Process of Consumer Research – Consumer Motivation – Dynamics – Types – Measurement of Motives – Consumer Perception.
 
UNIT-III Consumer Learning – Behavioural Learning Theories – Measures of Consumer Learning – Consumer Attitude – Formation – Strategies for Attitude Change.
 
UNIT-IV Social Class Consumer Behaviour – Life Style Profiles of Consumer Classes – Cross Cultural Customers Behaviour Strategies.
 
UNIT-V Consumer Decision Making – Opinion Leadership – Dynamics – Types of Consumer Decision Making – A Model of Consumer Decision Making.


Unit 1: Introduction to Consumer Behaviour
1.1.      Consumer Behaviour
15
1.1.1.   Meaning & Definition of Consumer Behaviour
15
1.1.2.   Nature of Consumer Behaviour
16
1.1.3.   Scope of Consumer Behaviour
17
1.1.4.   Factors Affecting Consumer Behaviour
19
1.1.5.   Disciplines of Consumer Behaviour
22
1.1.6.   Need for Studying Consumer Behaviour
26
1.1.7.   Importance of Consumer Behaviour
27
1.2.      Indian Consumer
28
1.2.1.   Introduction
28
1.2.2.   Characteristics of Indian Consumers
29
1.2.3.   Problems Faced by Indian Consumers
33
1.2.4.   Drivers of Change in Indian Consumer Behaviour
33
1.3.      Customer Value
36
1.3.1.   Introduction
36
1.3.2.   Characteristics of Customer Value
37
1.3.3.   Value Delivery Process
37
1.3.4.   Measurement of Customer Value
39
1.3.5.   Customer Value and Satisfaction
39
1.4.      Customer Satisfaction
41
1.4.1.   Introduction
41
1.4.2.   Building Customer Satisfaction
42
1.4.3.   Factors Influencing Customer Satisfaction
43
1.4.4.   Importance of Customer Satisfaction
44
1.5.      Customer Retention
45
1.5.1.   Introduction
45
1.5.2.   Customer Retention Process
46
1.5.3.   Strategies for Customer Retention
48
1.5.4.   Importance of Customer Retention
50
1.6.      Marketing Ethics/ Ethics in Marketing
51
1.6.1.   Introduction
51
1.6.2.   Ethical Norms and Values for Marketers
52
1.6.3.   Ethical Issues in Marketing
54
1.7.      Exercise
58
Unit 2: Consumer Research, Motivation and Perception
2.1.      Consumer Research
62
2.1.1.   Introduction
62
2.1.2.   Nature of Consumer Research
63
2.1.3.   Consumer Research Paradigms
63
2.1.3.1.            Quantitative Methods
64
2.1.3.2.            Qualitative Methods
65
2.1.4.   Process of Consumer Research
67
2.1.5.   Role of Research in Understanding Consumer             Behaviour
69
2.2.      Consumer Motivation
71
2.2.1.   Meaning and Definition of Motivation
71
2.2.2.   Nature of Motivation
72
2.2.3.   Types of Motivation
73
2.2.4.   Dynamics of Consumer Motivation
75
2.2.5.   Motivation Process
77
2.2.6.   Influence of Motivation on Consumer Behaviour
77
2.2.7.   Consumer Needs
78
2.2.7.1.            Characteristics of Needs
79
2.2.7.2.            Types of Needs
79
2.2.8.   Consumer Wants
81
2.2.9.   Consumer Motives
81
2.2.9.1.            Types of Motives
82
2.2.9.2.            Measurement of Motives
83
2.2.10. Theories of Motivation
84
2.2.10.1.          Maslow’s Need Hierarchy Theory
85
2.2.10.2.          McClelland’s Needs Theory of Motivation
87
2.2.10.3.          McGuire’s Psychological Motives
88
2.3.      Consumer Perception
91
2.3.1.   Meaning and Definition of Perception
91
2.3.2.   Nature of Perception
91
2.3.3.   Perceptual Process
92
2.3.4.   Factors Influencing Perception
96
2.3.5.   Influence of Perception on Consumer Behaviour
98
2.4.      Exercise
99
 
 
Unit 3: Consumer Learning and Attitude
3.1.      Consumer Learning
103
3.1.1.   Meaning and Definition of Learning
103
3.1.2.   Nature of Consumer Learning
103
3.1.3.   Components of Consumer Learning
104
3.1.4.   Principles of Consumer Learning
105
3.1.5.   Consumer Learning Process
107
3.1.6.   Measures of Consumer Learning
108
3.1.7.   Theories of Learning
110
3.1.7.1.            Behavioural Learning Theories
110
3.1.7.2.            Cognitive Learning Theory
118
3.1.7.3.            Social Learning Theory
120
3.2.      Consumer Attitude
123
3.2.1.   Meaning and Definition of Attitude
123
3.2.2.   Nature of Consumer Attitude
123
3.2.3.   Components of Consumer Attitude
124
3.2.4.   Models of Consumer Attitude
125
3.2.4.1.            Tri-Component Attitude Model
125
3.2.4.2.            Multi-Attribute Attitude Models
127
3.2.4.3.            Theory of Trying to Consume Model
128
3.2.4.4.            Attitude-toward-the-Ad Model
128
3.2.5.   Formation of Consumer Attitude
128
3.2.6.   Consumer Attitude Change
131
3.2.6.1.            Factors Responsible for Attitudinal Change
132
3.2.6.2.            Strategies for Attitude Change: Changing Consumer        Attitudes
134
3.2.7.   Measurement of Attitude
137
3.2.8.   Importance of Consumer Attitude
139
3.3.      Exercise
140
 
 
Unit 4: Social and Cultural Influences on Consumer Behaviour
4.1.      Social Environment: Social Influences
143
4.2.      Group
143
4.2.1.   Introduction
143
4.2.2.   Nature of Groups
144
4.2.3.   Types of Groups
144
4.3.      Reference Groups
147
4.3.1.   Introduction
147
4.3.2.   Types of Reference Groups
148
4.3.3.   Role of Reference Groups
150
4.3.4.   Factors Affecting Reference Group Influence
151
4.3.5.   Influence of Reference Group on Consumer Behaviour
152
4.4.      Family
155
4.4.1.   Meaning and Definition of Family
155
4.4.2.   Types of Family
156
4.4.3.   Key Roles in Family Purchasing Decisions
157
4.4.4.   Family Life Cycle (FLC)
157
4.4.5.   Factors Affecting Family Purchase Decisions
160
4.4.6.   Influence of Family on Purchase Decisions
161
4.5.      Social Class
163
4.5.1.   Meaning and Definition of Social Class
163
4.5.2.   Features of Social Class
164
4.5.3.   Social Stratification
165
4.5.3.1.            Determinants of Social Stratification
166
4.5.3.2.            Social Class Categories
167
4.5.4.   Social Class and Consumer Behaviour: Lifestyle             Profiles of Consumer Classes
168
4.6.      Cultural Environment: Cultural Influences
170
4.7.      Culture
171
4.7.1.   Meaning and Definition of Culture
171
4.7.2.   Characteristics of Culture
172
4.7.3.   Factors Affecting Culture
173
4.7.4.   Effect of Culture on Consumer Behaviour
174
4.8.      Sub-Culture
175
4.8.1.   Meaning and Definition of Sub-Culture
175
4.8.2.   Characteristics of Sub-Culture
176
4.8.3.   Types of Sub-Culture in Indian Context
176
4.8.4.   Impact of Sub-culture on Consumer Behaviour
178
4.9.      Cross-Culture
179
4.9.1.   Introduction
179
4.9.2.   Objectives of Cross-Culture
180
4.9.3.   Cross-Cultural Values
180
4.9.4.   Cross-Cultural Differences
181
4.9.5.   Cross-Culture Influences on Consumer Behaviour
183
4.9.6.   Cross Cultural Marketing Strategy
185
4.9.6.1.            Cross Culture Marketing Problems in India
186
4.9.6.2.            Cross Cultural Customers Behaviour Strategies:        Strategies to Overcome Cross-cultural Problems
188
4.10.    Exercise
193
 
 
Unit 5: Consumer Decision Making and Opinion Leadership
5.1.      Consumer Decision-Making
196
5.1.1.   Introduction
196
5.1.2.   Buying Role of Consumers
197
5.1.3.   Types of Consumer Decision Making
198
5.1.4.   Model of Consumer Decision Making
200
5.1.5.   Process of Consumer Decision Making
203
5.1.5.1.            Problem Recognition
204
5.1.5.2.            Information Processing
206
5.1.5.3.            Evaluation of Alternatives
210
5.1.5.4.            Purchase Processes
212
5.1.5.5.            Post Purchase Processes
216
5.2.      Opinion Leadership
221
5.2.1.   Introduction
221
5.2.2.   Characteristics of Opinion Leaders
221
5.2.3.   Types of Opinion Leaders
223
5.2.4.   Opinion Leadership Process
224
5.2.5.   Dynamics of Opinion Leadership Process
226
5.2.6.   Measurement of Opinion Leadership
229
5.2.7.   Role of Opinion Leaders in Consumer Behaviour
230
5.3.      Exercise
231
 
 
Solved Paper (2015)
234
 
 

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Consumer Behaviour

Consumer Behaviour

Dr. R. Radhamani & N R. Ganaga Durga Devi

ISBN - 978-93-87093-90-4

Write your review