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CB Syllabus
CB Syllabus
LO: At the end of this session the student will be able to,
1. Define consumer behaviour? Explain the concept of consumer research
paradigms.
2. Explain the various model of consumer behaviour.
3. Explain the consumer buying decision process.
4. Explain the four views of consumer decision making.
5. Explain briefly the concept of various situational influences impact on
purchase.
Module-3: Individual Influences on Consumer Behaviour and CRM: Part 1
A) Motivation: Basics of Motivation, Needs, Goals, Positive & Negative Motivation,
Rational Vs Emotional motives, Motivation Process, Arousal of motives, Selection of
goals. Motivation Theories and Marketing Strategy - Maslows Hierarchy of Needs,
McGuires Psychological Motives (Cognitive Preservation Motives, Cognitive
Growth Motives, AffectivePreservation Motives, Affective Growth Motives).
B) Personality: Basics of Personality, Theories of Personality and Marketing
Strategy(Freudian Theory, Neo-Freudian Theory, Trait Theory), Applications of 10hr
Personality concepts in Marketing, Personality and understanding consumer
diversity(Consumer Innovativeness and related personality traits, Cognitive
personality factors, Consumer Materialism, Consumer Ethnocentrisms), Brand
Personality (Brand Personification, Gender, Geography, Colour), Self and Self-Image
(One or Multiple selves, The extended self, Altering the self).
C) Perception: Basics of Perception & Marketing implications, Elements of
Perception(Sensation, Absolute Threshold, Differential Threshold, Subliminal
Perception), Dynamics of Perception (Perceptual Selection, Perceptual Interpretation,
Perceptual Organization ,perceived price, perceived quality, price/quality relationship,
Perceived Risk, Types of risk, How consumers handle risk. Customer Relationship
Management Meaning & Significance of CRM, Types of CRM (Operational,
Collaborative, Analytical), Strategies for building relationship marketing, e-CRM,
Meaning, Importance of e-CRM, Difference Between CRM & e-CRM
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