CONSUMER BEHAVIOR

WEEK COURSE CONTENT
1 Introduction: Diversity in the Marketplace
2 Consumer Research
3 Market Segmentation
4 Consumer Motivation
5 Personality and Consumer Behavior
COURSE COVERAGE – PRELIM
6 Consumer Perception
Consumer Learning
7 Consumer Attitude Formation and Change
8 Communication and Consumer Behavior
9 Reference Group and Family Influences
10 Social Class and Consumer Behavior
                       COURSE COVERAGE – MIDTERM
11 The influence of Culture on Consumer Behavior
12 Subcultures and Consumer Behavior
13 Cross-Cultural Consumer Behavior: An International Perspective
14 Consumer Influence and the Diffusion of Innovations
15 Consumer Decision Making
                       COURSE COVERAGE – FINALS

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