UNIT V ADDITIONAL DIMENSIONS Consumerism consumer protection difficulties and

Unit v additional dimensions consumerism consumer

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UNIT V - ADDITIONAL DIMENSIONS Consumerism – consumer protection – difficulties and challenges in predicting consumer behaviour – online consumer behaviour – organizational and industrial buyer behaviour – consumer behaviour in Indian c context- emerging issues. REFERENCES 1. Leon G.Schiffman, Leslie Lazar Kanuk, “Consumer Behaviour “, Pearson Education, New Delhi, 2002. 2. David L.Loudon, Albert J Della Bitta, “Consumer Behaviour “, McGraw Hill, New Delhi 2002. 3. Jay D.Lindquist and M.Joseph sirgy, “Shopper, buyer & consumer Behaviour, Theory and Marketing application”, Biztantra Publication, New Delhi 2005. 4. Sheth Mittal, “ Consumer Behaviour A Managerial Perspective”, Thomson Asia (P) Ltd., Singapore 2003. . K.K.Srivastava, “ Consumer Behaviour an Indian Context”, Goal Gotia Publishing Co, New Delhi 2002. 6. S.L.Gupta & Sumitra Pal,”Consumer Behaviour an Indian Perspectives”, Sultan Chand, New Delhi 2001. 7. Ms.Raju, Dominique Xavedel, “Consumer behaviour, Concepts Applications and cases” vikas publiching house (P) Ltd., New Delhi 2004. 8. Henry Assael, Consumer behaviour strategic approach Biztantra, New Delhi, 2005. vii
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CONTENTS UNIT I INTRODUCTION 1.1 OVERVIEW 1 1.2 LEARNING OBJECTIVES 2 1.3 CONSUMER 3 1.4 DEFINING CONSUMER BEHAVIOR 3 1.5 THE NATURE OF CONSUMER BEHAVIOR 4 1.6 BEHAVIORAL DIMENSIONS OF MARKETING 5 1.7 APPLICATIONS OF CONSUMER BEHAVIOR: 6 1.8 MARKET ANALYSIS COMPONENTS 7 1.9 APPROACHES TO THE STUDY OF CONSUMER BEHAVIOR 9 1.10 MARKETING STRATEGY AND CONSUMER BEHAVIOR 10 1.11 CONSUMER DECISIONS 13 1.12 OUTCOMES 12 1.12.1 Firm outcomes 12 1.12.2 Individual Outcomes 16 1.12.3 Society Outcomes 17 1.13 SUMMARY 18 1.14 REVIEW QUESTIONS 18 UNIT II CONSUMER AS AN INDIVIDUAL 2.1 OVERVIEW 21 2.2 LEARNING OBJECTIVES 21 2.3 THE NATURE AND ROLE OF MOTIVES 22 2.3.1 The Nature of Motives 22 2.3.2 The Role of Motives 23 2.3.3 Facets of motivation 23 2.4 CUSTOMER NEEDS 24 2.4.1 Maslow’s’ Hierarchy of Needs 24 2.4.2 Mcguire’s Psychological Motives 26 ix
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x 2.4.3 Murray’s List of Psychogenic Needs 29 2.4.4 Needs identified by Marketing Scholars 30 2.4.5 Sheth, Newman and Gross have proposed that individual choice behavior stems from five needs: 31 2.5 CUSTOMER EMOTIONS 32 2.6 PERSONALITY AND CONSUMER BEHAVIOR 38 2.7 CONSUMER PERCEPTION 40 2.7.1 Exposure 40 2.7.2 Attention 41 2.7.3 Interpretation 43 2.8 LEARNING 44 2.9 CONSUMER ATTITUDES 46 2.10 COMMUNICATION AND PERSUATION 50 2.11 PSYCHOGRAPHICS HAVE THREE COMPONENTS 53 2.12 VALS 57 2.13 SUMMARY 58 2.14 REVIEW QUESTIONS 60 UNIT III COSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS 3.1 OVERVIEW 61 3.2 LEARNING OBJECTIVES 61 3.3 WHAT IS A GROUP? 62 3.3.1 Types of Groups 62 3.3.2 Consumer-Relevant Groups 63 3.3.3 Reference Groups 65 3.3.4 Types of Reference Groups 67 3.3.5 Factors that Affect Reference Group Influence 67 3.3.6 Reference Group Impact on Product and Brand Choice 69 3.3.7 Benefits of the Reference Group Appeal 70 3.4 THE FAMILY 70 3.4.1 Structural Variables Affecting Families and Households 72 3.4.2 Sociological Variables Affecting Families and Households 72 3.4.3 Functions of the Family 72 3.4.4 Family Life Cycles 74
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xi 3.4.5 Family Decision-Making 77 3.5.6 Family Marketing 80 3.5 SOCIAL CLASS 82 3.5.1
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