SECTION-A

I. Introduction : Nature � Scope � Marketing concept and the role of consumer � consumer decision process � the consumer and the law of diminishing marginal utility � the indifference approach analysis � consumer and the market demand.

II. Learning theory � Law of Effect � the learning process � drives � cued � stimuli � role of reinforcement � extinction generalization � discrimination � advertising effect � brand loyalty.
Perception � concept � role � perceptual mapping � perceived risk and cognitive processes � attribution process.

III. Consumer Motivation � Frendian theory � SR Approach � Trait and factor theories � personality and consumer behaviour self concept � life style � social character.
IV. Attitude � concept � components of attitudes � development of attributes � cognitive diminance � attitudinal change and behaviour change � group influences � group conformity � reference groups and their relevance � opinion leadership � class and culture � social satisfaction � warner�s six class system � social class and consumer behaviour.
V. Consumer behaviour models : Marshallian � Pavolvian � veblianian � Maslow � Howard Sheth � Buyer Behaviour Models.

Reference Books:

1. Bennelt .D. Peter ; Kassarjian H. Harold : Consumer Behaviour, Prentice Hall of India, N.Delhi, 1987.

2. Engel F. James Davodt Kollat, Roger D.Black : Consumer Behaviour, Hdt. Rinehart and Winton Inc. �69, N.York.

3. John Sftoward, Jagdish N. Seth : Theory of Buyer Behaviour, John Wiley Sons Inc. �69, N. York.


SECTION � B

VI - Introduction : Concept of Marketing Research � Steps in conducting marketing research � marketing research � marketing research as a cost incurring functioning � marketing information system � applications of M.R. � Limitations of M.R. Threats to M.R.

VII - Marketing Research Management : Qualities of marketing research manager � organizing marketing research function � evaluation and control of M.R. and marketing management � the research problem � the research design � sources of data � sample design and size � field survey � data collection � types of research design � criterion of research design.

VIII - Scaling Techniques : concept of attitude � types of scales � criterion for good test � some selected attitude scales : Paired comparison scale � thurston�s scale � summated rating scale � scalogram analysis � Intensity function � summantic differential � limitations of attitude measurement.

IX - Introduction � conditions for a successful interview the interviewer�s task � interviewing errors � selection, training and supervision of interviewers � informal interviewing focus, group interviewing � use of projective methods in interviewing.

X - Report Writing : considerations � Type of reports � preparation of report _ report format � principles of writing a report � feedback on the report.

Reference Books:

1. Marketing Research : G.C.Beri

2. Marketing Research : Goyal

3. Marketing Research : Majumdar

4. Marketing Research : D.Sharma

5. Marketing Research : N.K. Agarwal - Cases

6. Marketing Research : Boyd