Concepts (Purchase, Usage and Disposal) – Significance – Evolution of Consumer oriented Market - Dimensions of Consumer Behavior – Consumer decision making Process- Change in consumers consumption pattern - Factors influence the Consumer Behavior (Internal and External Factors) - Marketing impact on consumers - Application of knowledge of Consumer Behaviour in marketing decisions.
UNIT II Individual Factors
Psychological Influences on consumer behavior –Psychographics - Consumer Motives - motivation – Perception – Personality - Learning and Attitude- Self Image and Life styles – Consumer expectation and satisfaction - Case Studies
UNIT III External Factors
Change in Society; Value and Consumption Pattern, Demographics and Social Stratification - Culture, Sub Culture Cross Culture - Family group; Family life cycle – Group; Types of group, Reference group.
Importance of consumer behaviour models, Industrial and individual consumer behavior models - Traditional Models: Micro Economics and Macro Economics model - Contemporary Models: Howard- Sheth, Engel – Kollat, Webstar and wind Consumer Behavior Models – Models on Consumers adoption of Technology: Theory of Planned Behaviour, TAM, UTAUT- Implications of the models on Marketing decisions.
Communication Influences on Consumer behavior, Consumers High and low involvement on purchase – Neural Marketing - Is Neural Marketing a myth? –- Pre-purchase and post-purchase behavior- Online and offline purchase decision process – Online sentiment - Diffusion of Innovation – Managing Dissonance - Emerging Issues.
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