Consumer behaviour & retail management pdf notes, ebook for mba students

awesome_master

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Dear Colleagues

I have the lecture notes for the subject Consumer behavior & retail management that i am sharing with all of you in this thread. The attached PDF file will help you in your preparation for Consumer behavior & retail management and help you clearing your semester/trimester exams with ease.


The attached ebook/notes contain the following topics:

The Study of Consumer Behaviour
Introduction, Marketing and Consumer Orientation, Diversity in Market Place, Factors Influencing Buyer Behaviour, Buyer Behaviour, Organizational Buying Vs Consumer Buying

Market Segmentation
Market & Its Types, Market Segmentation, Consumer Research Process, Eight Step Research Process, Conducting Research Study

Consumer as an Individual

Consumer Attitudes and Personality
Attitudes: Introduction, Models of Attitude, Attitude Formation and Change, Personality: Introduction, Theories of personality, Personality and Understanding Consumer Diversity, Components of Communication, Designing Persuasive Communications

Consumer Behaviour in Social Settings
Group Dynamics and Consumer Reference Groups: Reference Groups, Application of reference groups , The family: Concept, Functions of the family, Family Decision Making, The family Life Cycle, Social Class and Consumer Behaviour, lifestyle profiles of the social classes, social class Mobility

Influence of Culture on Consumer Behaviour
Characteristics of culture, Measurement of Culture, Subcultures and Consumer Behaviour, Definition of Sub-Culture, Types of Sub- Cultures (religious, national, geographic, racial, age) , Sub- Culture Interactions, Cross-Cultural Consumer Analysis, Alternative Multinational strategies, cross cultural psychographic segmentation, and marketing mistakes

Opinion Leadership Process
 

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