CONSUMER BEHAVIOUR (THEORY)

Introduction to Consumer Behavior:

• Definition, need of studying consumer behavior, consumers impact on marketing strategy, marketing’s impact on consumers.
• Types of consumers.
• Consumer needs and Wants, models of Consumer Behavior
• Understanding market segments

• Consumers Perception: Elements, Dynamics, consumer imagery, theories
• Motivation: Motivation as a psychological force, dynamics of motivation, types  and systems of needs, measurement of motives.

• Learning: Elements of consumer learning, behavioral learning theories, cognitive learning theory, measures of consumer learning.
• Personality and lifestyles-Nature, Theories of personality, Understanding consumer diversity, Brand personality, Self and self image, Virtual personality, lifestyle and psychographics, lifestyle trends

Attitude and attitude change:

• Definition, structural models of attitude, attitude  formation, strategies of attitude change, using attitudes to predict behavior, changing attitudes through communication

Consumer research:

• Consumer research paradigms, quantitative research, qualitative research, the consumer research process, ethics in consumer research.