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Simple and clean notes to learn consumer behavior . Consumer Behavior cover almost all important topics which are indexed below :
Unit - I. Consumer behaviour
Introduction, meaning and significance of consumer behaviour
Determinants of consumer behaviour
Consumer behaviour Vs Buyers behaviour consumer buying process
Consumer movement in India
Unit - II. Organisational Buying behaviour and consumer research
Concept and Characteristics of organisational buying behaviour
Process of organisational buying behaviour
Determinants of organisational buying behaviour
Concept and History of Consumer Research
Process and Objective of Consumer Research
Unit - III. Consumer needs and motivations
Types of consumer needs
Meaning of motivation, needs and goals
Dynamic Nature of Motivation
Measurement of motives
Development of Motivational Research
Unit - IV. Personality and consumer behaviour
Concept of personality
Theories of personality
Personality and understanding consumer diversify
Self and self images
Unit - V. Social class and consumer Behavour
Meaning, Need and measurement of the social class
Social class Mobility
