Main topics of study:

Introduction to the Study of Consumer Behaviour:

• What is Consumer Behaviour?
• Why We Study Consumer Behaviour
• Why the Field of Consumer Behaviour Developed
• The Role of Consumer Behaviour

Consumer Research:

• The Consumer Research Process
• Developing the Research Objectives
• Collecting Secondary Data
• Designing Primary Research
• Data Collection
• Analysis & Report Preparation
  

Analytical Segmentation System for Consumers:

• Who Uses Market Segmentation?
• How Marketers Use Market Segmentation
• Bases for Market Segmentation, Including Social Class, Social Status, Family, Company Size, Product
• Usage & Location
• Implementing Segmentation Strategies
  

Consumer Needs & Motivation:

• Motivation
• Needs
• Goals
• Positive & Negative Motivation
• Dynamic Nature of Motivation Including Frustration & Arousal of Motives
• Types & System of Needs
• Motivation Research
  

Personality & Consumer Behaviour:

• What is Personality?
• Theories of Personality
• Personality & Understanding Consumer Diversity
  

Consumer Perception:

• What is Perception?
• The Dynamics of Perception
• Consumer imagery

Learning & Consumer Involvement:

• What is Learning?
• Behavioural Learning Theories
• Cognitive Learning Theories
• Brand Loyalty & Brand Equity

Nature of Consumer Attitudes:

• What are Attitudes?
• Structural Models of Attitudes
• Attitude Formation
• Attitude Change

Group Dynamics & Consumer Reference Groups:

• Types of Groups
• Reference Groups & Their Applications
• What is a Family?
• Functions of the Family
• Family Decision Making
• The Family Life Cycle

Social Class & Consumer Behaviour:

• What is Social Class?
• Measurement of Social Class
• Lifestyle Profiles of the Social Class
• The Affluent Consumer
• The Non-Affluent Consumer

The Influence of Culture on Consumer Behaviour:

• What is Culture?
• Characteristics of Culture
• Measurement of Culture
• Core Values
• What is Sub-Culture?
• Sub-Cultural Aspects of Consumer Behaviour

Diffusion of Innovations:

• The Diffusion Process
• The Adoption Process
• A Profile of the Consumer Innovator

Consumer Decision Making:

• What is a Decision?
• Four Views of Consumer Decision Making
• Models of Consumer Decision Making
• Opinion Leadership
• The Interpersonal Flow of Communication

Reading List

Main Text:
Consumer Behaviour - Leon G Schiffman & Leshie Lazar Kanuk (Prentice Hall)

Alternative Texts and Further Reading:
Consumer Behaviour - Chris Rice (Butterworth/Heinemann)