● Types of consumers,Interdisciplinary nature of CB, Scope and Application of CB,
● Market segmentation and CB, Consumer Research.
● Problem recognition ,Prepurchase search,purchasing process,Post purchase behavior,
Models of Consumer decision making.
● Model of Consumer Decision making-BlackBox Model, Howard-Sheth Model,
Consumer Decision making process
● Personality, Motivation, Perception
● Learning, Attitudes–concepts only
● Functions, FLC stages, Family decision making, Dynamics of husband wife decision
making
● Role of child in decision making, women’s buying behaviour
● Categories, Measurement of socialclass, Lifestyle profiles, VALS, AIOS ,Socialclass
mobility
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● Characteristics, Measurement of Culture–Content analysis,Consumer Fieldwork,
● Subculture–religious, regional, racial, age and gender
● Innovation, Diffusionprocess, Channels of communication,
● Social system and time, Stages-adoption process. Information sources