FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS
ECTION-A Module-I: Consumer Behaviour Consumer Behaviour: Scope, Consumer Decision Making Models: Howard-Sheth, Engell Kollat-Blackwell and Nicosia Models of Consumer Decision-Making. Module-II: Individual Determinants of Consumer Behaviour Motivation, Personality, Consumer Perception, Concept and Elements of Perception, Consumer Learning and Involvement, Consumer Attitude. Module-III: Social and Cultural Determinants Group Dynamics. Family and Reference Groups, Social Class. Values and Norms, Sub-Culture – Impact on Consumer Behaviour. Cross Cultural Consumer Behaviour. Module-IV: Consumer Decision Making Process Personal Influence and Opinion Leadership: Process of Opinion Leadership. Impact of Firm’s Promotional Strategy. Diffusion of Innovations: Diffusion Process, Adoption Process. Module-V: Basic Concepts of Marketing Research Marketing Research, Types of Market Research, Methods, Marketing Research Process. Module-VI Defining Problem, Setting Research Objectives, Hypothesis Formulation, Sampling, Methods of Data Collection, Data Analysis, Testing Hypothesis and Report Writing. Module-VII Advanced Data Analysis-I: Multiple Regression, Discriminant Analysis, Conjoint Analysis. Advanced Data Analysis-II: Multi-Dimensional Scaling, Factor Analysis, Cluster Analysis. Module-VIII: Applications of Marketing Research Sales Analysis, Market Potential Analysis, Sales Forecasting, Market Segmentation, Product Research: New Product Development Process, Test Marketing, Advertising Research: Media Research, Copy Testing, Brand Positioning, Motivation Research. International Marketing Research.