Unit -1 CB, Consumer research process.CB models: Economic model, Psychoanalytic model, Sociological model, Howard & Seth model, Nicosia model,
Engel-Kollat-Blackwell model.
Unit-2 Individual determinants: Perceptual process, consumer learning process Introduction: Concept, importance and scope of CB, need for studying, consumer attitude formation, attitude measurement, meaning and nature of personality, self concept.
Unit-3Influences & Consumer Decision making: Family, reference group, personal, social and cultural influence on CB, Consumer Decision making process, Consumer Communication process, consumer satisfaction.
Unit-4 Industrial Buying Behaviour: Participants, characteristics of industrial markets, factors influencing industrial markets, stages of industrial buying process, Customer and marketing of services.
- Teacher: Prashant Trivedi