3.CB - Syllabus

3.CB - Syllabus - 3. CONSUMER BEHAVIOUR UNIT I Consumer...

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3. CONSUMER BEHAVIOUR UNIT – I Consumer Behaviour and Marketing Strategy, nature and scope of Consumer Behaviour. Market segmentation and Consumer Behaviour. Learning - nature, conditions relevant to high and low involvement strategies, characteristics Perception - Process, interpretation, Perception and marketing strategy. Perceptual process and buying behaviour. Perception - Elements, Just notice able difference - its application to Consumer Behaviour, Perceptual organization and defense, consumer imagery. UNIT - II Motivation - Nature, motivational strategies, theories and their relevance, marketing strategies based on motivational conflict. Personality - Psycho-analytical neo-Freudian and social approaches to personality understanding consumer diversity, Brand personality, Self and self image. UNIT - III Attitude formation & change - Tricomponent and structural models of attitudes, sources of attitude formation, strategies of attitude change, cognitive dissonance, attribution, self
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This note was uploaded on 07/06/2011 for the course MKT 101 taught by Professor R during the Spring '11 term at IIM Bangalore.

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