Consumer Behavior (BBA 3rd Year), Study notes of Consumer Behaviour

Unit-1. Consumer Behavior-scope, applications, Information search process-stages and factors, Evaluative Criteria, Decision Rule, Building customer satisfaction. Unit-2. Consumer decision making, Four views of consumer decision rule-Economic, Passive, Emotional, and Cognitive Man, Models of consumer decision making- Nicosia model and other. Unit-3. Consumer Motivation- factors, importance, Positive and negative motivation, Needs, Goals, Dynamic nature of Motivation, Consumer Perception-factors, importance and stages, Framework of Consumer Perception, Culture influence- Dynamism of Culture. Unit-4. Attitude- Characteristics and types, Attitude change, Influence of personality and self-concept on buying behavior, Diffusion of innovation and Process, Adoption Process. Unit-5. Reference Group- types and influence, Opinion Leadership, Industrial buying behavior, Customer relationship management(CRM), Consumer protection.