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Lovely Professional University-LPU :: MBA GUEES SERIES
DMGT506 CONSUMER BEHAVIOUR
Pages 200
Publisher India mba books
Product Type Books
Price 350
 

DMGT506 CONSUMER BEHAVIOUR 

 

Sr. No.

Topics

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 Makingand Consumption Related Roles 

9.

Culture, Subcultures and Cross Cultural ConsumerBehaviour: 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   

 



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