CONSUMER BEHAVIOUR Unit-I Introduction to Consumer Behavior Definition of C.B., consumer buying process, importance of C.B.

, approaches to study C.B., basic model of C.B., stages of buying process, industrial buying/organisation buying, current trends in C.B., consumer behavior from consumer perspective. Unit-II Individual Determinants Attitude, models and theories of attitude, tri component attitude model, behavior intention model, change in attitude, the theory of trying to consumer personality and self: concept, what is personality, theories of personality ( Freudian, Jungian, neoFreudian & trait theory), personality and understanding consumer diversity, self and self image. Unit-III Environmental influence Culture, definition of culture, characteristics of culture, dynamisms in culture, relevance of sub culture and cross culture on CB, Indian culture and sub culture marketing strategies and problems related to cross culture, social class, definition, determi9nants of social class, objective approach, composite variable indices, social class mobility, applications of social class to consumption, family and life style, significance, family life cycle stages, influences on life cycle, application of AIO studies, ALS system of classification. Unit-IV Consumer decision making Consumer decision making, complex decision making, types of consumer purchasing decision, consumer involvement and CDM, a basic model of decision making (need arousal C.I. process brand evaluation purchase and post purchase behavior), models of decision making. Suggested Readings: 1. Consumer Behaviour Lean G. Schiffman, Leslie Lazar Kanuk, Prentice Hall of India (P) Ltd. 2. Consumer Behaviour Dr. S.L. Gupta & Sumitra Paul, Sultan Chand & Sons Educational Publishers 3. Consumer Behaviour Henry Assael (HA) Asian Books (P)Ltd