UNIT I:
Introduction to consumer Behaviour –Importance of studying consumer behaviour-Individual determinants of consumer behaviour –Personality-Theories of Personality-Relevance of personality in understanding consumer behaviour – Perception –The role of perception in consumer behaviour – Role of Motivation and Attitudes in consumer behaviour.

UNIT II:
The process of Learning and consumer behaviour – Basic principle of learning –Behaviour learning theories – Classic conditioning, Instrumental conditioning – Cognitive learning theory-Information Processing, Limited and Extensive
Information Processing-Involvement Theory – Communication and consumer behaviour.

UNIT III:
Environmental influences in consumer behaviour, culture ,sub-culture and Cross Cultural influences in consumer behaviour. Social class-Nature, measurement and categorization. Social class and consumer behaviour

UNIT IV:
Group influences in consumer behaviour – Reference groups – Types and Nature of Reference groups. Reference group influences on consumer behaviour. Household decision making-Functions of the family –Family life cycle –Family purchasing decisions-Group communications: Options leadership process and diffusion processes.

UNIT V:
Consumer decision process : problem recognition, search and evalution, purchasing process and post purchase behaviour –Models of consumer behaviour-Case in consumer Behaviour.

Suggested readings:
1. Loudon & Bitta:Consumer Behaviour,Tata McGraw Hill 2000.
2. Peter & Olson : Consumer Behaviour and Marketing Strategy McGraw Hill, Fifth Ed 1999.
3. Schiffman & Kanuk : Consumer Behaviour,PHI,sixth Ed 1997.