A3-CONSUMER BEHAVIOUR

Consumer Behaviour and its linkages with the decision making process in Marketing Management

Understanding the Research framework in Consumer Behaviour and the use of Consumer Characteristics in Market
segmentation

Factors (Environmental) influencing the Consumer Behaviour -Culture, Social Class, Social Group and family.

Diffusion of innovations - Models and Utility

Individual Determinants of Consumer behaviour - Motivation and involvement, Behaviour modifications, Personality
and self Concept, Attitudes, Changing Attitudes

Organisational buying behaviour

Consumer Decision Process: Problem recognition, information seeking process, Information evaluation Process,
Purchase process and Post Purchase Process.

Consumerism in India

References

1. Schiff man G. Leon Lazar Kanuk Leslie, - Consumer Behaviour, PHI.

2. London L. David, Della Bitta J. Albert – Consumer Behaviour – PHI.
3. Assael, Henry, Consumer behaviour and marketing action, South Western College.
4. Howard, John A., Consumer behavior in marketing strategy, PHI.