CB (BBA 4th)

Unit I

Consumer behaviour: nature, scope & application

Consumer buying behaviour: consumer decision making process (five step model), factors

affecting buying behaviour, purchase behaviour, buyer’s role.

Unit II

Consumer as an individual:

Consumer motivation: needs & goals, positive & negative motivation, types & systems of needs

hierarchy & trio of needs

Introduction to Personality: Theories, Product Personality, Perception:Concept and Elements of

Perception and Attitude with reference to consumer behavior.

Unit III

Consumer in social & cultural setting:

Reference groups: concepts, factors affecting reference groups, Family: Functions of family,

Family decision making, Family Life Cycle social class & its measurement

Culture & sub culture: definition & influence

Unit IV

Consumer Decision Making: Introduction to opinion leadership Process Diffusion of innovations:

Diffusion Process, Adoption Process, Introduction to Consumer Decision Making: levels, decision

making process, Various views of consumer decision making, Models of consumer decisionmaking,