FULLY SOLVED BOOK LASY 5 YEARS PAPERS SOLVED PLUS GUESS

Consumer Behavior


UNIT-I
Consumer Behavior and consumer research; importance of consumer Behavior; evolution of consumer Behavior;
methods of studying consumer Behavior; 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; pre-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
Behaviors; consumption experiences; importance of customer satisfaction; factors affecting satisfaction level;
demographics and consumer Behavior; economic resources and consumer Behavior; personality and consumer
Behavior; 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 Behavior; changing values and its effect on consumer Behavior;
changing values and its effect on marketing; determinants of social class; social class and consumer Behavior;
importance of families and households on consumer Behavior; role Behavior and its influence on the decision
process; family life cycles; changing roles of women; children and household consumer Behavior
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