CLO1. Demonstrate consumer behaviour and how segmentation, targeting, positioning are used in consumer behaviour types and system of needs. • Definition and Scope of Consumer Behaviour • Development of the Marketing Concept and the Discipline of Consumer Behaviour • Customer Value, Satisfaction, and Retention • Marketing Ethics and Social Responsibility • Consumer Behaviour and Decision Making are Interdisciplinary

CLO1. Demonstrate consumer behaviour and how segmentation, targeting, positioning are used in consumer behaviour types and system of needs. • What is Market Segmentation • Bases for Segmentation • Criteria for Effective Targeting Market Segments • Implementing Segmentation Strategies

CLO1. Demonstrate consumer behaviour and how segmentation, targeting, positioning are used in consumer behaviour types and system of needs. • Motivation as Psychological Forces • The Dynamics of Motivation • Types and Systems of Needs • The Measurement of Motives

CLO2. Explain personality, consumer diversity personality traits, how consumers handle risk and consumer learning theory. • What is Personality Theories of Personality • Personality and Comprehending Consumer Diversity • Brand Personality • Self and Self Image

CLO2. Explain personality, consumer diversity personality traits, how consumers handle risk and consumer learning theory. • Elements of Perception • Dynamics of Perception • Perceived Risk

CLO2. Explain personality, consumer diversity personality traits, how consumers handle risk and consumer learning theory. • The Elements of Consumer Learning • Behavioural Learning Theories • Cognitive Learning Theory • Measures of Consumer Learning

CLO3. Explain consumer related reference group, variety social class measurement technique and influence of culture and subculture consumer behavior,cross culture international perspectives and consumer decision making. • Comprehending the Power of Reference Groups • Consumer-related and Marketer-related Reference Groups • Functions of the Family • Family Decision Making and Consumption Related Roles • The Family Life Cycle

CLO3. Explain consumer related reference group, variety social class measurement technique and influence of culture and subculture consumer behavior,cross culture international perspectives and consumer decision making. • What is Social Class • The Measurement of Social Class • Profiles of the Social Class and its Selected Consumer Behaviour Application • Social Class Mobility • The Arrival of the “Techno Class

CLO3. Explain consumer related reference group, variety social class measurement technique and influence of culture and subculture consumer behavior,cross culture international perspectives and consumer decision making. • Culture and its Dimensions • Measurement of Culture • What is Subculture • Major Subcultural Categories

CLO3. Explain consumer related reference group, variety social class measurement technique and influence of culture and subculture consumer behavior,cross culture international perspectives and consumer decision making. • What is subculture • Nationality subcultures • Religious subcultures • Geographic and regional subcultures • Racial subcultures • Age subcultures • Sex as subcultures

CLO3. Explain consumer related reference group, variety social class measurement technique and influence of culture and subculture consumer behavior,cross culture international perspectives and consumer decision making. • The Imperative to be Multinational • Cross Cultural Consumer Analysis • Alternative Multinational Strategies: Global versus Local • Marketing Mistakes

CLO3. Explain consumer related reference group, variety social class measurement technique and influence of culture and subculture consumer behavior,cross culture international perspectives and consumer decision making. • What is Decision • Levels of Decision Making • Models of Consumers: Four Views of Consumer Decision Making • Consumer Gifting Behaviour • Beyond the Decision: Consuming and Possessing