We have great pleasure in presenting First edition “Consumer Behavior” written for students of UG courses. The related matters are written in a simple and easily understandable.
This volume is an attempt to pro vide the students with thorough understanding of Consumer Behavior. We have presented the subject matter in a systematic manner with liberal use of charts and diagrams where ever necessary so as to make it interesting and sustain students’ interest.
Contents –
Unit – 1 Introduction to Consumer Behavior
Introduction
Meaning of Consumer Behavior
Definition of Consumer Behavior
Factors influencing Consumer Behavior:
Economic
Social Factors
Psychology
Anthropology
Geography
Technology
Advantages of Study of Consumer Behavior
Disadvantages of Study of Consumer Behavior
Need for the Study of Consumer Behavior
Scope of Consumer Behavior
Application of Consumer Behavior Principles
Review Questions
Unit – 2 Consumer Behavior & Personal Factors
Introduction
Consumer Needs and Motivation:
Concept of Motivation
Needs
Goals
Motives
Perception
Meaning of Perception
Dynamics of Perception
Attitude
Meaning of Attitude
Nature of Consumer Attitudes
Components of Attitudes
Brand Beliefs
Evaluations
Inventions
Consumer Attitude Formation and Change
Personality
Meaning of Personality
Brand Personality
Self Images
Life Style
Review Questions
Unit – 3 Consumer Behavior & Environmental Factors
Introduction
Group Dynamics
Meaning of Group
Definition of Group
Types of Group
Primary Group
Secondary Group
Membership Group
Symbolic Group
Consumer Relevant Groups
Reference Groups
Meaning of Reference Groups
Nature of Reference Groups
Types of Reference Group
Family Influences
Culture Influences
Sub Culture Influences
Cross Cultural Influences
Social Class
Meaning of Social Class
Definition of Social Class
Lifestyle of Various Social Classes
Social Class and Consumer Behavior
Review Questions
Unit – 4 Consumers Decision Making Process
Introduction
Problem Recognition
Search
Evaluation
Purchase Processes
Post-Purchase Behavior.
Personal influences and Opinion Leadership Process
Diffusion of Innovations
Models of Consumer Behavior:
Pavlovian Model
Input
Process
Output Model
Psychological Model
Howarth Sheth Model
Marketing Research
Meaning of Marketing Research
Process (each step needs elaboration)
Report Writing
Presentation
Review Questions
Unit – 5 Consumer Satisfaction and Consumerism
Introduction
Concept of Consumer Satisfaction
Working Towards Enhancing Consumer Satisfaction
Sources of Consumer Dissatisfaction
Dealing with Consumer Complaint
Concept of Consumerism
Consumerism in India
The Indian Consumer
Reasons for Growth for Consumerism in India
Consumer Protection Act 1986.
Review Questions
