Understanding consumer behaviour lecture notes,ebook,pdf download for MBA

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akshay

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Hi Fellas,

Check out this superb ebook on Understanding consumer behaviour for MBA and Management students. There are few lecture notes with me that i will share later.The modules covered in this PDF are as follows:


Understanding consumer behaviour

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 needs, Types and Systems of need, Hulls Drives reduction Theory, Maslow’s Hierarchy of Needs,Mc Clelland’s Three Needs Theory, Consumer Motivation Concept, Means- End Chain Model

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

Introduction to Opinion Leadership, Measurement of Opinion Leadership, Profile of Opinion leader, the interpersonal flow of communication, opinion leadership and the firm’s promotional strategy Diffusion Of Innovations: Diffusion Process, Adoption Process, and the profile of the consumer innovator
 

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