Review
of marketing concept and introduction to consumer behavior; utility and need
satisfaction; consumer adoption and diffusion process, pre-purchase, purchase
and post purchase behavior; product involvement and type of purchase decision;
understanding consumer; developing portfolio of consumer characteristics by
considering demographic, social and psychographic factors; influences of
external factors; model of human behavior, classification of situation
influencing consumer behavior; consumer decision process; consumer movement and
consumerism; institutional buying behavior; consumer and price; consumer and
institutional decision; personal
selling, advertising, sales promotion, publicity, and their effect on consumer
behavior.
