BBA-401 Consumer Behavior

Unit 1 (book)
Consumer Behaviour Nature, Characteristics, Relevance and Application, Challenges
Importance of Consumer Behaviour in Marketing Decisions
Consumer Buying Behaviour Vs. Industrial Buying Behaviour

Unit 2 (book)
Determinants of Consumer Behaviour
Role of Motivation
Personality and Self Concept
Consumer Attention
Consumer Perception
Consumer Learning
Consumer Attitudes Formation and Change
Consumer Values and Lifestyles
Influence of Culture and Sub-culture, Social Class, Reference Groups
Family Influences
Basic Models of Consumer Behaviour

Unit 3 (book)
Consumer Decision Making Process
Problem Recognition, Methods of Problem Solving
Pre-Purchase Search influences, Information Search
Alternative Evaluation and Selection
Outlet Selection and Purchase Decision
Post Purchase Behaviour
Situational Influences
Cognitive Dissonance
Diffusion of Innovation, Definition, Product Characteristics influencing Diffusion
Resistance to Innovation
Adoption Process

Unit 4 (book)
Consumer Involvement
Role of Consumer Involvement
Customer Satisfaction
Consumer Behaviour- Interdisciplinary approach

Unit 5 (book)
Researching Consumer Behaviour
Online Customer Behaviour
Diversity of Consumer Behaviour
Role of Consumer Behaviour in Marketing Strategy
Consumer Behaviour in Indian Perspectives