MS-61: Consumer Behaviour

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Syllabus

Block 1: CONSUMER BEHAVIOUR - ISSUES AND CONCEPTS

Unit 01 Consumer Behaviour - Nature, Scope and Application

Unit 02 Consumer Behaviour and Life-style Marketing

Unit 03 Organisational Buying Behaviour

Block 2: INDIVIDUAL INFLUENCES ON BUYING BEHAVIOUR

Unit 04 Perceptions

Unit 05 Consumer Motivation and Involvement

Unit 06 Attitude and Attitude Change

Unit 07 Learning and Memory

Unit 08 Personality and Self-concept

Block 3: GROUP INFLUENCES ON CONSUMER BEHAVIOUR

Unit 09 Reference Group Influence & Group Dynamics

Unit 10 Family Buying Influences, Family Life-cycle and Buying Roles

Unit 11 Cultural and Sub-cultural influences

Block 4: THE BUYING PROCESS

Unit 12 Problem Recognition & Information Search Behaviour

Unit 13 Information Processing

Unit 14 Alternative Evaluation

Unit 15 Purchase Process & Post-purchase Behaviour

Block 5: MODELLING BUYER BEHAVIOUR

Unit 16 Early Models

Unit 17 Howard Sheth Model

Unit 18 Recent Developments in Modelling Buyer Behaviour