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MS-61 English Topics Covered
Block 1 – Consumer Behaviour – Issues and Concepts
- Unit 1 – Consumer Behaviour – Nature, Scope and Applications
- Unit 2 – Consumer Behaviour and Lifestyle Marketing
- Unit 3 – Organisational Buying Behaviour
Block 2 – Individual Influences on Buying Behaviour
- Unit 1 – Perceptions
- Unit 2 – Consumer Motivation and Involvement
- Unit 3 – Attitude and Attitude Change
- Unit 4 – Learning and Memory
- Unit 5 – Personality and Self-Concept
Block 3 – Group Influences on Consumer Behaviour
- Unit 1 – Reference Group Influence and Group Dynamics
- Unit 2 – Family Buying Influences, Family Life Cycle and Buying Roles
- Unit 3 – Culture and Subculture influences
Block 4 – The Buying Process
- Unit 1 – Problem Recognition and Information Search Behaviour
- Unit 2 – Information Processing
- Unit 3 – Alternative Evaluation in Buying Decisions
- Unit 4 – Purchase Process & Post-Purchase Behaviour
Block 5 – Modelling Buyer Behaviour
- Unit 1 – Early Models
- Unit 2 – Howard Sheth Model
- Unit 3 – Recent Developments in Modelling Consumer Behaviour
