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Consumer Behaviour and Rural Marketing Maximize

Consumer Behaviour and Rural Marketing

Saroj Kumar & Supriya Singh

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DAVV/MBA/4/03

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Devi Ahilya Vishwavidyalaya (DAVV), MBA, Fourth Semester
Syllabus
 
CONSUMER BEHAVIOUR AND RURAL MARKETING
 
Subject Code: FT-405M
 
1)      Introduction to Consumer Behaviour and Consumer Research – Nature, Scope and Application of Consumer Behaviour and Consumer Research.
2)      Consumer Decision Processes, Pre-Purchase Process – Information Processing, Purchase Processes – Consumer Decision Rules, Post Purchase Processes – Framework, Dissonance Satisfaction/Dissatisfaction.
3)      Consumer Behaviour Models,NicosiaModel, Howard Sheth Model, Engel-Blackwell and Miniard Model, Sheth Family, Decision-Making Model.
4)      Individual Determinants of Consumer Behaviour: Demographics Psychographics.
5)      Environmental Influences on Consumer Behaviour – Culture, Cross-Cultural Understanding, Social Class, Family, Family Lifecycle Group and Personal Influence, Word of Mouth Communication, Opinion Leadership, Future of Consumer Behaviour.
6)      Rural Marketing – Concept, Importance and Scope of Rural Marketing, Understanding Rural Market, Rural Environment, Infrastructure and Rural Trade Practices, Rural Consumer Behaviour, Factors Affecting Consumer Behaviour and Psychology of Rural Customers.
7)      Product, Branding and Packaging, Distribution in the Rural Markets, Types of Rural Channels, Selection and Management of Channels, Factors influencing Channel Decisions, Retailing, Transportation, Warehousing, Promotion in Rural Markets – Role of Advertising, Sales Promotion, Publicity, and Personal Selling in Rural Markets.
Unit 1: Introduction to Consumer Behaviour
1.1.          Consumer Behaviour
16
1.1.1.       Meaning and Definition of Consumer Behaviour
16
1.1.2.       Nature of Consumer Behaviour
16
1.1.3.       Scope of Consumer Behaviour
18
1.1.4.       Significance of Consumer Behaviour
20
1.1.5.       Dimensions of Consumer Behaviour
22
1.1.6.       Applications of Consumer Behaviour
23
1.1.7.       Model of Consumer Behaviour
25
1.2.          Consumer Research
26
1.2.1.       Introduction
26
1.2.2.       Nature of Consumer Research
27
1.2.3.       Scope of Consumer Research
28
1.2.4.       Role of Research in Understanding Consumer Behaviour
29
1.2.5.       Consumer Research Process
30
1.2.5.1.    Developing Research Objectives
31
1.2.5.2.    Collecting Secondary Data
31
1.2.5.3.    Designing Primary Research
32
1.2.5.4.    Data Analysis and Reporting Research Findings
33
1.2.6.       Applications of Consumer Research
34
1.3.          Exercise
35
 
 
Unit 2: Consumer Decision Processes
2.1.          Consumer Decision-Making
37
2.1.1.       Introduction
37
2.1.2.       Buying Motives of Consumers
38
2.1.3.       Buying Role of Consumers
39
2.1.4.       Types of Buying Decision Behaviour
40
2.1.5.       Views of Consumer Decision Making
42
2.1.6.       Consumer Decision Making Framework
44
2.1.7.       Pre-Purchase Processes
44
2.1.7.1.    Problem Recognition
45
2.1.7.2.    Information Processing
47
2.1.7.3.    Evaluation of Alternatives: Information Processing Stage
50
2.1.8.       Purchase Processes
51
2.1.8.1.    Consumer Decision Rules
53
2.1.8.2.    Factors Influencing Consumers Store Choice Decision
55
2.1.8.3.    In-Store Purchasing Behaviour
56
2.1.8.4.    Situational Factors Influencing the Purchase Decision
57
2.1.9.       Post Purchase Processes
58
2.1.9.1.    Post-purchase Framework: Consumer Satisfaction/                 Dissatisfaction
60
2.1.9.2.    Cognitive Dissonance
61
2.1.9.3.    Managing Cognitive Dissonance
61
2.2.          Exercise
62
Unit 3: Consumer Behaviour Models
3.1.          Consumer Behaviour Models
64
3.1.1.       Introduction
64
3.1.2.       Types of Consumer Behaviour Models
64
3.1.3.      NicosiaModel
65
3.1.3.1.    Elements ofNicosiaModel
65
3.1.3.2.    Implications ofNicosiaModel on Marketing Decisions
66
3.1.4.       Howard Sheth Model
66
3.1.4.1.    Variables of Buyer Behaviour
67
3.1.4.2.    Implications of Howard Sheth Model
70
3.1.5.       Engel-Kollat-Blackwell Model: Multimediation Model
70
3.1.5.1.    Steps in Decision Process
71
3.1.5.2.    Implications of Engel-Kollat-Blackwell Model on Marketing                 Decisions
73
3.1.6.       Seth’s Family Decision-Making Model
73
3.1.6.1.    Description of Parts of Theory
76
3.1.6.2.    Implications of Seth’s Family Decision Making Model
80
3.2.          Exercise
81
 
 
Unit 4: Individual Determinants of Consumer Behaviour
4.1.          Individual Determinants of Consumer Behaviour
83
4.2.          Consumer Demographics
84
4.2.1.       Introduction
84
4.2.2.       Components of Consumer Demographics
85
4.2.3.       Influence of Consumer Demographics
89
4.3.          Consumer Psychographics
90
4.3.1.       Introduction
90
4.3.2.       Components of Consumer Psychographics
90
4.3.3.       Influence of Psychographics on Consumer Behaviour
92
4.3.4.       Psychographics Vs. Demographics
94
4.4.          Exercise
94
 
 
Unit 5: Environmental Influences on
Consumer Behaviour
5.1.          Environmental Influences on Consumer Behaviour
96
5.2.          Culture
98
5.2.1.       Meaning of Culture
98
5.2.2.       Characteristics of Culture
99
5.2.3.       Factors Affecting Culture
100
5.2.4.       Cultural Influences on Consumer Behaviour
102
5.3.          Cross Cultural Understanding
104
5.3.1.       Introduction
104
5.3.2.       Cross Cultural Values
104
5.3.3.       Cross-Cultural Differences
105
5.3.4.       Cross Cultural Influences on Consumer Behaviour
108
5.4.          Social Class
110
5.4.1.       Introduction
110
5.4.2.       Social Class Categories
111
5.4.3.       Social Class Influences on Consumer Behaviour
112
5.4.4.       Applications of Social Class Influences
114
5.5.          Group
115
5.5.1.       Introduction
115
5.5.2.       Nature of Groups
116
5.5.3.       Types of Groups
116
5.6.          Family
117
5.6.1.       Introduction
117
5.6.2.       Family Specific Characteristics
118
5.6.3.       Types of Family
120
5.6.4.       Functions of Family
120
5.6.5.       Family Consumption Roles
121
5.6.6.       Family Life Cycle (FLC)
121
5.6.6.1.    Traditional Family Life Cycle
122
5.6.6.2.    Modified/Non-Traditional Family Life Cycle
124
5.6.7.       Family Influences on Consumer Behaviour
125
5.7.          Personal Influence
127
5.7.1.       Word of Mouth Communication
127
5.7.1.1.    Techniques for Word of Mouth Communication
128
5.7.1.2.    Strengths of Word of Mouth Communication
129
5.7.1.3.    Weaknesses of Word of Mouth Communication
129
5.7.2.       Opinion Leadership
130
5.7.2.1.    Characteristics of Opinion Leadership
130
5.7.2.2.    Types of Opinion Leaders
131
5.7.2.3.    Opinion Leadership Influences on Consumer Behaviour
132
5.7.2.4.    Opinion Leadership and Marketing Strategy
133
5.8.          Future of Consumer Behaviour
135
5.9.          Exercise
137
 
 
Unit 6: Introduction to Rural Marketing
6.1.          Rural Marketing
139
6.1.1.       Concept of Rural Marketing
139
6.1.2.       Nature of Rural Marketing
139
6.1.3.       Importance of Rural Marketing
142
6.1.4.       Scope of Rural Marketing
143
6.1.5.       Challenges of Rural Marketing
146
6.1.6.       Rural versus Urban Marketing
148
6.1.7.       Rural Marketing Mix
150
6.1.7.1.    4 Ps of Marketing
150
6.1.7.2.    Challenges of Marketing Mix
151
6.2.          Understanding Rural Market
153
6.2.1.       Meaning and Definition of Rural Market
153
6.2.2.       Nature of Rural Markets
153
6.2.3.       Importance of Rural Markets
155
6.2.4.       Components of Rural Markets
156
6.2.5.       Classification of Rural Market
158
6.2.6.       Rural Trade Practices
160
6.2.7.       Rural versus Urban Market
161
6.3.          Rural Market Environment
163
6.3.1.       Introduction
163
6.3.2.       Factors Affecting Rural Market Environment
163
6.3.3.       Elements of Rural Market Environment
167
6.3.4.       Rural Infrastructure Facilities
170
6.4.          Rural Consumer Behaviour
174
6.4.1.       Meaning and Definition of Consumer Behaviour
174
6.4.2.       Factors Affecting Buying Behaviour
175
6.4.3.       Rural Consumers inIndia
178
6.4.3.1.    Psychology of Rural Consumer
178
6.4.3.2.    Classification of Rural Consumers
180
6.4.4.       Buying Behaviour Process
180
6.4.5.       Differences between Rural and Urban Consumer Buying                 Behaviour
184
6.5.          Exercise
185
 
 
Unit 7: Rural Marketing Mix
7.1.          Rural Product
187
7.1.1.       Introduction
187
7.1.2.       Scope of Product Strategy
187
7.1.3.       Classification of Rural Product
189
7.1.4.       Significance of Rural Product
191
7.1.5.       Branding in RuralIndia
191
7.1.5.1.    Functions of Brand
192
7.1.5.2.   BrandBuildingin RuralIndia
193
7.1.6.       Packaging for Rural Markets
194
7.1.6.1.    Functions of Packaging
195
7.1.6.2.    Factors Considered in Packaging
197
7.2.          Distribution in Rural Markets
198
7.2.1.       Introduction
198
7.2.2.       Types of Rural Channels
199
7.2.3.       Selection and Management of Channels
202
7.2.4.       Factors Influencing Channel Decisions
204
7.2.5.       Problems in Organising Distribution Channels
207
7.2.6.       Rural Retailing
208
7.2.7.       Transportation
211
7.2.8.       Warehousing
216
7.3.          Promotion in Rural Markets
217
7.3.1.       Introduction
217
7.3.2.       Steps of Effective Promotion
218
7.3.3.       Promotion Mix / Marketing Communication Mix
223
7.3.4.       Advertising
225
7.3.4.1.    Classification of Media Vehicles
226
7.3.4.2.    Role of Advertising in Rural Marketing
229
7.3.5.       Sales Promotion
230
7.3.5.1.    Tools and Techniques of Sales Promotion
231
7.3.5.2.    Role of Sales Promotion
233
7.3.6.       Publicity
233
7.3.6.1.    Features of Publicity
234
7.3.6.2.    Role of Publicity
235
7.3.7.       Personal Selling
236
7.3.7.1.    Process of Personal Selling
236
7.3.7.2.    Role of Personal Selling in Rural Marketing
238
7.4.          Exercise
239
 
 
Case Studies
240
Solved Paper – 2011
261
Solved Paper – 2012
277

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Consumer Behaviour and Rural Marketing

Consumer Behaviour and Rural Marketing

Saroj Kumar & Supriya Singh

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