Course Objective .

To enable the participants to understand consumer behaviour in

the marketplace and to use that in the development of marketing

strategies.

Module I

Introduction to consumer decision making models - EPS, LPS,

RRB - stages in consumer decision making process - need analysis -

information search - evaluation, ; purchase and post purchase

behaviours-factors influencing consumer behaviour.

Module 1/

Consumer as an individual - consumer needs and motivation -

nature of personality and self concept - behavioural learning theories .-

characteristics of a group - types of groups - consumer relevant groups -

reference groups - promotional applications of reference group concept -

the family decision making - family life cycle - market behavior -

social class categories - consumer behavioural applications of social

classitication.

Module III

Social impact on the consumer - culture - social classes - family

and personal influence - characteristics of a group - types of groups -

consumer relevant groups - reference groups - promotional applications

of reference group concept - the family decision making - family life cycle

- marketing behaviour - social class categories- consumer behaviour

applications of social classification.

Module IV

Course and consumer behaviour - characteristics of culture - sub

culture ~ cross cultural marketing - personal influence and opinion

leadership - dynamics of opinion leadership process - influence of

opinion leaders in the promotional strategy of a firm ~ adoption and

diffusion of' an innovation - profile of consumer innovators - marketing

applications .'

Module V

Impact of environment on consumer behaviour - temporal effects -

instore merchandising - store layout - store ambience .- rnodels of

consumer decision making -Indian consumers - behavioural patterns of

Indian consumer -- cultural and religious issues in marketing in India -

organizational buying process and factors influencing organizational

buying behaviour.. . .