We have great pleasure in presenting First edition “Consumer Behaviour” written for students of UG courses. The related matters are written in a simple and easily understandable.
This volume is an attempt to provide the students with thorough understanding of Consumer Behaviour. 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 –
Module – 1 Introduction to Consumer Behaviour
1. Consumer Behaviour
Features of Consumer Behaviour
Scope of Consumer Behaviour
Importance of Consumer Behaviour
Types of Consumer
Diversity of Consumers and their Behaviour
Types of Consumer Behaviour
2. Consumer Involvement
Decision-making Processes
Purchase Behaviour
Marketing Implications
Consumer Behaviour Models
3. Environmental influences on Consumer Behaviour
Cultural influences
Hofstede’s Cultural Dimensions
Marketing Implications
Social Class
Reference Groups
4. Consumer Perceptions
Learning
Attitudes
Motivation
Personality
Psychographics
Values
Lifestyles
Fill in the Blanks
Multiple Choice Questions (MCQ)
Review Questions
Module – 2 Consumer Buying Habits and Online Buying Behaviour
1. Consumer Buying Habits
Perceptions of Emerging Non-Store Choices
Research of Consumer Responses
Applications of Consumer Responses
Issues of Privacy and Ethics
2. Marketing Communication
Store Choice
Shopping Behaviour
In-Store Stimuli
Consumerism
Consumer Rights
Marketers’ Responsibilities
3. Effects of Online Purchasing on Consumer Behaviour
Psychology of Online Purchasing
Motivations
Perceptions
Attitudes
4. Consumer Segmentation Strategies
Targeting & Positioning in International Markets
Global vs. Local Brands
Emerging Global Consumer Trends
Fill in the Blanks
Multiple Choice Questions (MCQ)
Review Questions