FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS
CONSUMER BEHAVIOR
Unit-I
Consumer Behavior and Marketing Strategy, Nature and Scope of Consumer Behavior. Market Segmentation and Consumer Behavior.
Learning – Nature, Conditions Relevant to High and Low Involvement Strategies, Characteristics and Types of Learning, Brand Loyalty, Brand Equity and Leverage.
Perception – Process, Interpretation, Perception and Marketing Strategy. Perceptual Process and Buying Behavior.
Perception – Elements, Just Noticeable Difference – Its Application to Consumer Behavior, Perceptual Organization and Defense, Consumer Imagery.
Unit-II
Motivation – Nature, Motivational Strategies, Theories and their Relevance, Marketing Strategies Based on Motivational Conflict.
Personality – Psycho-Analytical Neo-Freudian and Social Approaches to Personality Understanding Consumer Diversity, Brand Personality, Self and Self-Image.
Unit-III
Attitude Formation and Change – Tricomponent and Structural Models of Attitudes, Sources of Attitude Formation, Strategies of Attitude Change, Cognitive Dissonance, Attribution, Self Perception Theories, Foot in the Door Phenomenon.
Groups – Types, Celebrities, Family, Socialization of Family Members, Function of Family, Family Decision-Making and Consumption – Related Roles, Family Lifecycle.
Unit-IV
Culture-Nature – Characteristics – Measurement, Sub-Cultures – Nationality, Age, Geographic, Regional and Sex, Sub-Cultural Interaction.
Cross Culture: International Perspective Cross Cultural Consumer Analysis, Multinational Strategies, Cross-Cultural Psychographic Segmentation Marketing Mistakes – Undertaking Differences.
Unit-V
Opinion Leadership and Process, Dynamics, Motivation and Opinion Leadership, Measurement and Corporate Strategy of Opinion Leadership.
Innovation, Characteristics, Types, Profile of Consumer Innovator, Diffusion of innovation, Adoption Process.
