This first revised edition of Consumer Behaviour to the teachers and students of BAMMC, Fifth Semester. The objective of this subject as per University of Mumbai guidelines is to understand the sociological and psychological perspective of consumer behaviour. It helps the student to understand the complexities of consumer behaviour, its importance in marketing and advertising and sensitise students to the changing trends in consumer behaviour.
The revised BMM syllabus came into effect from 2021. The syllabus is divided into five modules. The topics are discussed in a detailed and simple manner. Possible questions are given at the end of each paper. I hope this edition will be useful to the teachers and students
Contents –
Module I Introduction to Consumer Behaviour
Module II Psychological Determinants and Consumer Behaviour
Module III Relevance of Learning in Consumer Behaviour
Module IV Socio-economic and Cultural Determinants of Consumer Behaviour
Module V Consumer Decision-making
