CONSUMER BEHAVIOR
SYLLABUS
UNIT I
Introduction to Consumer Behavior - Diversity of consumer behavior - Concept and need for studying consumer behavior and marketing management, factors influencing
consumer buying behaviour, consumer buying process
UNIT II
Consumer Modeling:- The economic model - Learning model- psychoanalytic model - The sociological model- The Howard Sheth model of buying behavior - The Nicosia
model- The Engel -Kollat-Blackwell Model.
Individual Determinants of Consumer behavior- Perception, Meaning of perception- the perceptual process- Factor responsible for perceptual Distortion,.Learning -what is
Learning?-components or elements of learning process.
UNIT III
New issue Market - Issue Mechanism - IPO, Rights issue, private placement - processes of Book - Building - Issue of Bonus Shares - Stock Options - functions of new issue
market - Overview of Bond market in India.
UNIT IV
Influence of Social class -Definition and meaning of social stratification -factors responsible for social stratification -characteristic features of social classes- Social
influence on consumer behavior.
Group Dynamics and Consumer Reference Groups- Definition and Meaning of GroupReasons For formation of group -Types of Groups relevants to consumer behavior -
Family life cycle- Friendship Group Formal social clubs-Shopping Friends groups- Work
group-Reference group
UNIT V
Consumer Satisfaction and Relationship Marketing- Customerisation- Working towards enhancing Customer satisfaction-Sources of customer dissatisfaction- Relationship
marketing Meaning Understanding the economics of customer retention- Market emphasis in relationship marketing