BUYER BEHAVIOUR
SYLLABUS
UNIT I
A Perspective on Buyer Behaviour- what is Buyer Behaviour- Buyer Behaviour - is Dynamic, Involves Interactions, Involves Exchanges Levels of Buyer Analysis: - Individual Buyer, Market Segments-Industries- Societies-Cognitive Process in Buyer
Decision Making
UNIT II
Buyer Product Knowledge and Involvement: Buyers Product Knowledge: Products as Bundles of Attributes, Benefits and Value Satisfiers Means-End ChainsDeveloping Deeper Buyer Understanding-ZMET Approach to Buyer KnowledgeThe ZMET Interview-The Means and Basis-For Involvements-Understanding Key Reasons for Purchase-Understanding Buyer-Product Relationship.
UNIT III
Attention And Comprehension:Information: The Power of Advertising/DisplayExposure to information-marketing implications-Attention Processes: Variation, factors Influencing Attention-Marketing Implications-Comprehension: Variation/ inferences during Comprehensions/Factors Influencing Comprehensions/Marketing
Implications.
UNIT IV
Buyer Behaviour and Marketing Strategy: Conditioning and Learning ProcessesInfluencing Buyer Behaviour-Environment-Cultural and cross Cultural Influencesreference Groups-Family-Market Segmentation and Product Positioning-buyer
Behaviour and product Strategy/Promotions Strategy-Brand Endorsing-Pricing
Strategy-Channel Strategy.
UNIT V
Buyer Behavior Theory Predict Retail Shopping Behavior-Major BB areas: demographics, lifestyle data, group and individual attributes. How do people shop given the time scarcity they experience? What are their attitudes towards shopping instore vs. online? Decision process and impulse purchases - research on ADD/ ADHD and impulsive Buyer Behaviour.