1 Introduction to Consumer Behaviour: Defining consumer behaviour, Impact on marketing strategies, Current trends in consumer behavior

2 Consumer Decision Process: Need recognition, information search, evaluation of alternatives, purchase decision, consumption and post-purchase evaluation, Variables that shape decision process- individual differences, psychological processes, environmental influences, Types of decision process – complex decision making, variety seeking, impulse buying, loyalty, degree of involvement in buying

3 Individual Characteristics: Demographic and psychographic characteristics and market segmentation, Personality, personal values, lifestyle concepts and measurements

4 Consumer Perception: Marketing stimuli and perception, Perceptual selection - organization, interpretation, selective perception process

5 Learning and Memory: Information acquisition and processing, Learning elements, Theories, Memory processes

6 Consumer Motivation: Nature and role of motives, Classifying motives, Motive arousal, Motivation and involvement

7 Self-concept: Perspective of self, Consumption and self concept, Gender roles

8 Attitude: Characteristics and functions of attitude, Attitude development, Attitude theories and models, Role of belief in attitude formation, Relationship of attitude and behaviour, Attitude reinforcement and change

9 Culture Subculture and Social Class: Nature of culture, Cultural values, Changing values, Cross-cultural understanding of consumer behaviour, Types of subculture and their influence
on behaviour, Nature of social class, Social stratification

10 Reference Group Influence: Nature and types of reference groups, How groups influence individuals, Opinion leadership, Word-of-mouth, Innovation and diffusion

11 Family and Household: Structural and sociological variables affecting families and households, Family life cycles, Role behaviour, Conflict resolution, Changing role of women, Children and household consumer behaviour

12 Models of Consumer Behaviour: Nicosia, Howard-Sheth & EKB

13 Organizational Buying Behaviour: Organizational buyers versus consumers, Factors influencing business buying, Types of buying situations, Organizational buying process

14 Case Studies

Assael, H.: Consumer Behaviour & Marketing Action; South-Western
Blackwell, R.D., Miniard, P.W. & Engel, J,F.: Consumer Behaviour; South-Western
Hawkins, D.I., Best, R.J.. Koney, K.A.& Mookerjee, A.: TMH
Kumar: Conceptual issues in Consumer Behaviors; Pearson Education
Loudon & Bitta, Della: Consumer Behaviour; TMH
Shiffman & Kanuk: Consumer Behaviour; Pearson Education
Solomon, M. R., Consumer BehaviouR, Pearson Education