FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

CONSUMER BEHAVIOUR

Unit-I
Consumer behaviour and consumer research; importance of consumer behaviour; evolution of consumer behaviour; methods of studying consumer behaviour; customer centric organizations; market analysis; market segmentation,
marketing mix strategies; value of brands in marketing strategy; customer loyalty and retention strategy; global marketing strategy; global marketing strategy; global advertising effectiveness; consumer decision process model;
variables affecting the decision process; types of decision process; factors influencing the extent of problem solving; pe purchase processes; need recognition; internal and external search; pre-purchase evaluation
Unit-II
Different types of purchase situations; retailing and the purchase process; determinants of retail success or failure; point - of-purchase materials; consumer logistics; location based retailing; direct marketing consumption behaviours;
consumption experiences; importance of customer satisfaction; factors affecting satisfaction level; demographics and consumer behaviour; economic resources and consumer behaviour; personality and consumer behaviour; personal values;
lifestyle motivational conflict and need priorities; motivational intensity; motivating consumer
Unit-III
Importance of consumer knowledge; types of consumer knowledge; sources of consumer knowledge; benefits of understanding consumer knowledge; consumer beliefs; consumer feelings; consumer attitudes; consumer intentions;
culture and its effect on consumer behaviour; changing values and its effect on consumer behaviour; changing values and its effect on marketing; determinants of social class; social class and consumer behaviour; importance of families and
households on consumer behaviour; role behaviour and its influence on the decision process; family life cycles; changing roles of women; children and household consumer behaviour
Unit-IV
Group and personal influences on individuals; reference group and its influence on individuals; transmission of influence through dyadic exchanges; word of mouth and opinion leaders in advertising and marketing strategy; diffusion of
innovations; diffusion process; reaching the consumer; gaining consumer’s attention; shaping consumer’s opinion; opinions change; product’s and advertising’s role in shaping consumer opinion; cognitive learning; retrieval of
information; company’s role in helping consumers to remember