BBA401 Consumer Behavior UNIT-1 Consumer Behavior : Nature, Characteristics, Relevance & Applications Relevance & Application of Consumer Behavior Introduction to Consumer Behavior (CB): Importance Scope of Consumer Behavior Need for Studying Consumer Behavior Consumer Research Process Consumer Vs Industrials Buying Behavior UNIT-2 Determinants of Consumer Behavior: Roles of Motivation Personality and Self Concept Consumer Attention, Consumer Perception, Consumer Learning Consumer Attitude Formation and Changes Consumer Values and Lifestyles Influence of Culture and Sub Culture Social Class, Reference Group, Family Influences Basic Model of Consumer Behavior UNIT-3 Consumer Decision Making Process Pre- Purchase Search Influences- information Search Post Purchase Behavior, Situational Influences Cognitive Dissonance Diffusion of Innovation: Definition of Innovation, Product Characteristics Influencing Diffusion Resistance of Innovation, Adoption Process UNIT-4 Consumer Involvement Role of Consumer Involvement Customer Satisfaction Consumer Behavior, Interdisciplinary Approach UNIT-5 Researching Consumer Behavior Online Customer Behavior Diversity of Consumer Behavior Role of Consumer Behavior in Marketing Strategy Consumer Behavior in Indian Perspective
