BBA Semester VI - Buyer Behaviour

UNIT I: INTRODUCTION TO CONSUMER BEHAVIOUR – CONTEMPORARY DIMENSIONS
Contemporary Dimensions of Consumer Behaviour; CB Research Process; Concepts and Theories of Motivation and their Marketing Implications; Motivation and Consumer Behaviour; Motives and Motivation Theories; Personality and its Marketing Implications.

UNIT II: PERCEPTION AND LEARNING THEORY
Introduction, Meaning, Nature, Importance and Limitation of Perception; Theories of Buyer Behaviour in Learning Principles and their Marketing Implications; Concepts of Conditioning; Important Aspects of Information Processing Theory; Encoding, Information Retention and Retrieval of Information.

UNIT III: IMPACT OF CULTURE ON BUYER BEHAVIOUR – SOCIAL AND CULTURAL SETTINGS
Meaning, Characteristics and Functions of Culture; Types of Culture; Sub-Culture and Cross-Cultural Marketing Practices; Groups and Family Life Cycle; Advantages and Disadvantages of Reference Groups; Types of Reference Groups; Role of Family Life Cycle in Buyer Behaviour.

UNIT IV: CONSUMER DECISION MAKING AND BUYER ATTITUDE
Information Search; Evaluation of Alternatives; Steps between Evaluation of Alternatives and Purchase Decision; Post-Purchase Behaviour; Meaning, Nature and Characteristics of Attitude; Types of Attitudes; Learning of Attitude; Sources of Influence on Attitude Formation.

UNIT V: MODELS OF CONSUMER BEHAVIOUR
Modeling Behavior: Traditional Models; Contemporary Models; Generic Model of Consumer Behaviour; Howard Sheth Model; Engel, Blackwell and Rao–Lilien Model; Consumerism.