Table of Content
 

Introduction to Consumer Behaviour

  • Marketing and Customer Orientation
  • Diversity in Market Place
  • Buyer Behavior
  • Customer Roles
  • Organisational and Consumer Buying

Market Segmentation

  • Types of Markets
  • Market Segmentation
  • Consumer Research Process
  • Eight-Step Research Process
  • Conducting Research Study

Consumer as Individual

  • Consumer Need
  • Hulls Drives Reduction Theory
  • Maslow’s Hierarchy of Needs
  • McClelland’s Three Needs Theory
  • Consumer Motivation Concept
  • Values
  • Means - End Chain Model

Consumer Perception

  • Perception Basics
  • Elements of Perception
  • The Absolute Threshold
  • The Differential Threshold
  • Subliminal Perception
  • Process of Perception
  • What is value?
  • Choosing a Value Proposition
  • Dynamics of Perception
  • Perceptual Organization
  • Consumer Imagery

Consumer Learning

  • What is Learning?
  • Relevance
  • Consumer Learning
  • Behavioral Learning Theories
  • Cognitive Learning Theory
  • Measures of Consumer Learning

Consumer Attitudes

  • Attitudes
  • Models of Attitude
  • Attitude Formation
  • Strategies of Attitude Change

Consumer Personality

  • What is “personality”?
  • The Nature of Personality
  • Theories of Personality
  • Consumer Diversity
  • Brand Personality

Consumer Communication

  • Elements of Mass Communication
  • The Communication Process
  • Designing Persuasive Communications

Consumer and Social Settings

  • Group Dynamics
  • Functions of the Family
  • Consumer Socialization
  • Family Life Cycle
  • Family Decision Making
  • Influences on the Decision Process

Impact of Culture

  • Characteristics of Culture
  • Hofstede’s Five Dimensions of Culture
  • Measurement of Culture
  • Subcultures and Consumer Behavior
  • Personal Characteristics
  • Cross-Cultural Consumer Analysis
  • Alternative Multinational Strategies

Opinion Leadership

  • What is opinion Leadership
  • Measurement of Opinion Leadership
  • Opinion Leaders
  • The Interpersonal Flow of Communication
  • Diffusion Process
  • Adoption Process
  • Consumer Innovator

Decision Making Process

  • Levels of Consumer Decisions
  • Decision making Process
  • Variables shaping the Decision Process
  • Types of Decision Behavior
  • Consumer Decision-Making
  • Models of Consumer Behavior

Industrial Buying Behaviour

  • Expectations within the organization
  • Characteristics of the Product and the Buying Organisation
  • Nature of the Decision-making Process
  • Customer Relationship Management (CRM)

Online Consumer Behavior

  • Introduction
  • E-Commerce Basics
  • Search Engine Optimization
  • Social Media
  • Behavioral Targeting
  • Privacy
  • Online Consumer Types
  • The C’s of E-Commerce
  • Process of Online Buyer Behavior

 

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