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    This document provides an overview of key topics in consumer behavior and marketing strategy covered across 5 units: 1) introduction to consumer behavior and marketing strategy, 2) market segmentation, 3) social class and social groups, 4) personal influence and innovation, and 5) sales analysis and forecasting. Unit 1 covers individual consumer decision making processes, approaches to studying consumer behavior, and relationships between different levels of consumer analysis. Unit 2 discusses how market segmentation works and various bases used for segmentation. Unit 3 examines social stratification, social class, and the role of social class and social groups in segmentation. Unit 4 analyzes personal influence, opinion leadership, and the adoption and diffusion of innovations. Finally, Unit 5 provides an overview of consumer and

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    This document provides an overview of key topics in consumer behavior and marketing strategy covered across 5 units: 1) introduction to consumer behavior and marketing strategy, 2) market segmentation, 3) social class and social groups, 4) personal influence and innovation, and 5) sales analysis and forecasting. Unit 1 covers individual consumer decision making processes, approaches to studying consumer behavior, and relationships between different levels of consumer analysis. Unit 2 discusses how market segmentation works and various bases used for segmentation. Unit 3 examines social stratification, social class, and the role of social class and social groups in segmentation. Unit 4 analyzes personal influence, opinion leadership, and the adoption and diffusion of innovations. Finally, Unit 5 provides an overview of consumer and

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    38 views2 pages

    Consumer Behaviour

    Uploaded by

    gomsan7
    This document provides an overview of key topics in consumer behavior and marketing strategy covered across 5 units: 1) introduction to consumer behavior and marketing strategy, 2) market segmentation, 3) social class and social groups, 4) personal influence and innovation, and 5) sales analysis and forecasting. Unit 1 covers individual consumer decision making processes, approaches to studying consumer behavior, and relationships between different levels of consumer analysis. Unit 2 discusses how market segmentation works and various bases used for segmentation. Unit 3 examines social stratification, social class, and the role of social class and social groups in segmentation. Unit 4 analyzes personal influence, opinion leadership, and the adoption and diffusion of innovations. Finally, Unit 5 provides an overview of consumer and

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    CONSUMER BEHAVIOUR

    UNIT 1: INTRODUCTION TO CONSUMER BEHAVIOUR AND MARKETING


    STRATEGY
    Consumer and Customer; Individual buyer decision process; Purpose of study of
    consumer behaviour; Applications of consumer behaviour; Approaches to the study of
    consumer behaviour; Three elements of consumer analysis – Consumer Affect and
    Cognition, Consumer behaviour, and Consumer Environment; Relationship between the three
    levels of consumer analysis; Relationship among action – oriented groups interested in
    consumer behaviour; Code of ethics of American Marketing Associations.

    UNIT 2: MARKET SEGMENT


    Introduction; How market segment operates; Bases for segmentation – Geographic;
    Demographic; Psychographic; Sociocultural; Use-relates; Situation; Benefit and Hybrid
    segmentations; VALS; Yenkelovich mind base segmentation; Criteria for effective targeting
    market segmentation; Implementing segment strategies.

    UNIT – 3: SOCIAL CLASS AND SOCIAL GROUPS


    Process of social stratification; Nature of social class; Social class lifestyle; Social class
    measurement and categorization; Role of social class in segment market.
    SOCIAL GROUPS: Group classification; properties; reference groups; nature of reference
    groups; variability and dominance.
    FAMILY: Decision making; Family lifecycle; Role of children; Decision conflict; Types of
    family lifestyle strategies; Pattern/Style of influence behaviour.

    UNIT 4: PERSONAL INFLUENCE AND INNOVATION


    Communication and information inflow; Opinion leadership; Adoption and diffusion of
    innovation – Innovation Adoption process; Diffusion process; Incomplete adoption process;
    Marketing influence of diffusion; Profile of customer innovation; Stages in diffusion process;
    Models of innovation resistance within situational; cultural and Social context.

    UNIT 5: SALES ANALYSIS AND FORECASTING


    Over view on consumer and industrial buying behavior; Sales analysis; Market potential;
    Methods of estimating current demand; Forecasting – methods and choice of forecasting
    model.
    SUGGESTED READINGS
    1. Consumer Behaviour by Leon G.Schiffman and Leslie Lazar Kanuk (Pearson
    Education / 8th Edition)

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