Defining Consumer Behaviour - Scope and Application of Consumer Behavior - The Interdisciplinary Nature of Consumer behavior - Technology driven Consumer Behaviour - Consumer Decision Making

Consumer Motivation – Personality – Perception –Learning - Attitude Formation and Change.

The Family and Social Class – Culture and Subculture – Cross-Cultural Behaviour – Reference Groups and Word-of-Mouth

Levels of Consumer Decision-Making - Basic Model of Consumer Behaviour - Consumer Gifting Behaviour - Brand Equity and Consumer Decision-Making Process - Diffusion and Adoption of Innovations

Research Objectives – Collection of secondary data - Qualitative and Quantitative Research – Need for Marketing Ethics and Social Responsibility