Introduction : Definition of Consumer Behaviour. Marketing concept. Current trends in consumer behavior. Approaches to studying consumer behaviour, Managerial vs Holistic approaches. Model of consumer behaviour.
Consumer Needs and Motivation: Motives, classification of motive, theories of motivation : Maslow, Trio of needs, Motivational theory and marketing strategy.
Consumer Perception: Perceptual Selection, Perceptual organization, perceptual interpretation, product positioning.
Consumer and Learning: Principles of conditioning. Stimulus Generalization, Stimulus discrimination and reinforcement, Habit formation, Learning and Brand loyalty.
Personality and Consumer Behaviour : Definition, Nature, Theories : Freud, Jung, Myers Briggs, Horney; Psychographic segmentation.