RMBMK02 Consumer Behavior

UNIT 1 Introduction to Consumer Behavior [Book Link]

1	Consumer Behavior : Introduction, Applications in Marketing	VIEW
2	Contributing disciplines and area like psychology, social psychology, economics, anthropology etc.	VIEW

	Consumer Behavior in the Contemporary Environment:
3	Changing face of consumer behavior under the scenario of Globalization	VIEW
4	Technological changes	VIEW
5	New Retailing environment	VIEW

Consumer Behavior in electronic markets: opportunities, issues and challenges

VIEW

UNIT 2 CONSUMERS AS INDIVIDUALS [Book Link]

1	Personality in Consumer Behavior: Aspects of Personality & Impact on Consumer Behavior	VIEW
2	Personality Theories	VIEW
3	Consumer Personality & Brand Personality	VIEW
4	Self -Concept Types & Applications	VIEW

5	Consumer Needs & Motivation: Needs, Wants & Motives	VIEW
6	Maslow’s Needs and Consumer Behavior	VIEW

7	Consumer Perception: Perception Process & Involvement	VIEW
8	Sensation & Sensory Thresholds	VIEW
9	Selective Perception, Common Perceptions of Colours	VIEW
10	Interpretation-Semiotics	VIEW
11	Perceived Risk	VIEW
12	Perceptual Positioning & Perceptual Mapping	VIEW

13	Consumer Attitude Formation & Change: Attitude functions	VIEW
14	Tri component attitude model: Hierarchies of Attitude components	VIEW
15	Multi Attribute Attitude Models	VIEW

16	Consumer Learning : Applications of Behavioral Learning Theories	VIEW
17	Cognitive Learning Theories to Consumer Behavior	VIEW

UNIT 3 Consumers in The Social Context [Book Link]

1	Reference Groups	VIEW
2	Opinion leaders	VIEW
3	Family, Gender & Age Influences	VIEW

4	Social Class & Consumer Behavior	VIEW
5	Cultural Influences on Consumer Behavior	VIEW
6	Cross-cultural influences	VIEW
7	Cultural lessons in international marketing	VIEW

	UNIT 4 Consumer Decision Making [Book Link]
1	Types of Decision Making & Involvement	VIEW
2	Information Search Pattern and marketing strategy	VIEW

	Types of choice models:
3	Multi Attribute	VIEW
4	Conjunctive, Disjunctive rule, Lexicographic rule	VIEW
5	Elimination by aspects	VIEW

	Modeling Consumer decision making:
6	Howard Sheth Model	VIEW
7	Nicosia Model	VIEW
8	Engel Blackwell Miniard Model	VIEW

UNIT 5 Consumer Post-Purchase Behavior [Book Link]

1	Post Purchase Behavior:	VIEW
2	Satisfaction/Dissatisfaction – Loyalty/Nonuse Or Complaint Behavior	VIEW
3	Post-Purchase Dissonance Causes And Approaches To Reducing The Same	VIEW
4	Measuring Satisfaction, Handling Complaints, Achieving Customer Loyalty	VIEW

5	Organizational Consumer Behavior:	VIEW
6	Organizational buying roles	VIEW
7	Buying situations & buying processes	VIEW
8	Influences on organizational buying behavior	VIEW

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