BBA Semester VI - Buyer Behaviour

UNIT - I: INTRODUCTION TO CONSUMER BEHAVIOUR – Contemporary

Dimensions of Consumer Behavior, CB research process. Concepts and theories of

motivation their Marketing implications: Motivation and consumer behavior: motives and

motivation theories and personality and their Marketing implications

UNIT - II: PERCEPTION AND LEARNING THEORY - Introduction, meaning, nature,

Importance and limitation of perception. Theories of buyer behavior in Learning principles

and their marketing implications: Concepts of conditioning, important aspects of information

processing theory; encoding and information Retention, Retrieval of information

UNIT - III: IMPACT OF CULTURE ON BUYER BEHAVIOUR SOCIAL AND

CULTURAL SETTINGS - Meaning of culture, Characteristics of culture, functions of

culture. Types of culture, Sub-culture and Cross-cultural marketing practices. Reference

groups and Family Life Cycle: advantages and disadvantage of reference groups, types of

reference group. Role of Family life cycle in Buyer behavior

UNIT - IV: CONSUMER DECISION MAKING AND BUYER ATTITUDE -

Information Search, evaluation of alternatives. Steps between evaluation of alternatives and

purchase decision. Post-purchase behaviour. Attitude and consumer behavior: Meaning of

attitude, 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 Behavior, Howard Sheth

Model, Engel, Blackwell and Rao –Lilien model. Consumerism