The first edition of the book on “Consumer Behaviour”. This book is written as per the revised syllabus for the teachers and students of S.Y. BMS.
Contents :
Unit – I : Introduction to Consumer Behaviour
1. Introduction
2. Types and Profile of Consumers
3. Consumer Involvement
4. Applications of Consumer Behaviour in Marketing
5. Consumer Decision Making Process
Unit – II : Individual – Determinants of Consumer Behaviour
6. Consumer Needs and Motivation
7. Personality
8. Self-concept
9. Perception
10. Attitude and Learning
Unit – III : Environmental Determinants of Consumer Behaviour
11. Family Influences on Buyer Behaviour
12. Social Class and Influences
13. Group Influences and Consumer Behaviour
14. Culture
Unit IV : Consumer Decision Making Models and New Trends
15. Consumer Decision Making Models and New Trends
16. Diffusion of Innovation and Adoption
17. E-Buying Behaviour
Model Question Paper
