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MS-61 : CONSUMER BEHAVIOUR













BLOCK


UNIT NOs.


UNIT TITLE


AUDIO TAPE


VIDEO TAPE










I


 


CONSUMER BEHAVIOUR — ISSUES AND CONCEPTS


 


 







1


2

3


Consumer Behaviour-Nature, Scope 
and Application

Consumer Behaviour and Life-style
 Marketing
Organisational Buying Behaviour





An Introduction 
to Course MS-61


Consumer Behaviour

Life Style 
Marketing

















II


 


INDIVIDUAL INFLUENCES ON BUYING BEHAVIOUR







4
5
6
7
8


Perceptions
Consumer Motivation and Involvement
Attitude and Attitude Change
Learning and Memory
Personality and Self-concept




Perceptual
applications in
advertising

















III


 


GROUP INFLUENCES ON CONSUMER BEHAVIOUR







9

10

11


Reference Group Influence & Group
 Dynamics
Family Buying Influences, Family Life-cycle and Buying Roles
Cultural and Sub-cultural influences





















IV


 


THE BUYING PROCESS







12

13
14
15


Problem Recognition & Information Search Behaviour
Information Processing
Alternative Evaluation
Purchase Process & Post-purchase 
Behaviour






















V


 


MODELLING BUYER BEHAVIOUR







16
17
18


Early Models
Howard Sheth Model
Recent Developments in Modelling Buyer 
Behaviour
























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