tailieunhanh - Ebook Consumer Behaviour: Part 1

Ebook Consumer Behaviour: Part 1 presents the following content: Introduction to Consumer Behaviour; Consumer Research; Consumer Motivation; Consumer Personality; Consumer Perception; Consumer Learning; .Please refer to the documentation for more details. | Edited by Dutta CONSUMER BEHAVIOUR Edited By Dutta Printed by EXCEL BOOKS PRIVATE LIMITED A-45 Naraina Phase-I New Delhi-110028 for Lovely Professional University Phagwara SYLLABUS Consumer Behaviour Objectives To provide a strong usable and comprehensive managerial understanding of consumer behaviour. To understand the factors that influence consumer behaviour and develop sound marketing strategy S. No. Description 1. Introduction to Consumer Behaviour Origins and Strategic Application. 2. Consumer Research Paradigm qualitative and quantitative research Consumer Research Process Ethics. 3. Consumer Motivation Dynamics Types and System of Needs Measurement of Motives Ethics. 4. Consumer Personality Theories Personality and Understanding Consumer Diversity Brand Personality Self and Self Image. 5. Consumer Perception Elements Dynamics Consumer Imagery Perceived Risk. 6. Consumer Learning Elements Behaviour Learning Theories Cognitive Learning Measures. 7. Consumer Attitude Formation and Chang Structural Models and Theories Attitude Formation Strategies of Attitude Change. 8. Reference Groups and Family Influences Selected Consumer Related Reference Groups Celebrity and Reference Group Appeals Family Decision Making and Consumption Related Roles. 9. Culture Subcultures and Cross Cultural Consumer Behaviour Nature Types Measurement of Culture and Cross Cultural Consumer Analysis. 10. Consumer Decision making Process Routinised Response Limited and Extensive Problem Solving Behaviour Opinion Leadership and Diffusion of Innovation. CONTENT Unit 1 Introduction to Consumer Behaviour 1 Tanima Dutta Lovely Professional University Unit 2 Consumer Research 13 Tanima Dutta Lovely Professional University Unit 3 Consumer Motivation 31 Tanima Dutta Lovely Professional University Unit 4 Consumer Personality 46 Tanima Dutta Lovely Professional University Unit 5 Consumer Perception 61 Tanima Dutta Lovely Professional University Unit 6 Consumer Learning 80 Tanima