Unit I
Consumer behaviour: nature, scope & application
Consumer buying behaviour: consumer decision making process (five step model), factors
affecting buying behaviour, purchase behaviour, buyer’s role.
Unit II
Consumer as an individual:
Consumer motivation: needs & goals, positive & negative motivation, types & systems of needs
hierarchy & trio of needs
Introduction to Personality: Theories, Product Personality, Perception:Concept and Elements of
Perception and Attitude with reference to consumer behavior.
Unit III
Consumer in social & cultural setting:
Reference groups: concepts, factors affecting reference groups, Family: Functions of family,
Family decision making, Family Life Cycle social class & its measurement
Culture & sub culture: definition & influence
Unit IV
Consumer Decision Making: Introduction to opinion leadership Process Diffusion of innovations:
Diffusion Process, Adoption Process, Introduction to Consumer Decision Making: levels, decision
making process, Various views of consumer decision making, Models of consumer decisionmaking,