Professional Documents
Culture Documents
Consumer Behavior
Consumer Behavior
6
refers to the actions of a person or system, usually in
relation to its environment, which includes the other organisms or
systems around as well as the physical environment.
It is the response of the organism or system to various stimuli or
inputs, whether internal or external, conscious or subconscious, overt
or covert, and voluntary or involuntary.
m Consumer Behavior is the study of when,
why, how, and where people do or do not
buy products. - Richard L.: Marketing (2000, S. 218).
ë Personality traits.
ë Perception
ë Learning
ë Individual Aspects of C.B.
ë Information Process
m Motivation- Motivation as a force, Dynamics of motivation,
measurement of motivation & Ethics.
m Personality- Theories of Personality, Personality & Consumer
Diversity, Self- Self Image & Brand Personality.
m Attitudes- Structural models of attitude, attitude formation,
strategies of attitude change.
m External Influences- Group behavior, Social class,
Reference groups & Opinion leaders.
m Role of Culture & Sub-Culture- Culture, measurement
of culture, culture as learning.
m Role of Family in Consumer Buying Behavior-
Family as a concept, Socialization, family decision making &
consumption related roles.
m Subculture & CB- Nationality subcultures, religious subcultures,
geographic & Regional subcultures. Racial & age subcultures. Sex as
a subculture.
m Consumer Decision Process- levels of consumer decision
making. Models of Consumer decision.
m Innovation & consumer adoption process- opinion
leaders, consumer adoption process & diffusion of innovations.
m Organization Buying Process.
m Decision Making units.
m Application of CB in Indian & Global Market
m Group Projects.