Page 5 - DMGT506_CONSUMER_BEHAVIOUR

CONTENT

Unit 1: Introduction to Consumer Behaviour 1
Tanima Dutta, Lovely Professional University

Unit 2: Consumer Research 13
Tanima Dutta, Lovely Professional University

Unit 3: Consumer Motivation 31
Tanima Dutta, Lovely Professional University

Unit 4: Consumer Personality 46
Tanima Dutta, Lovely Professional University

Unit 5: Consumer Perception 61
Tanima Dutta, Lovely Professional University

Unit 6: Consumer Learning 80
Tanima Dutta, Lovely Professional University

Unit 7: Consumer Attitudes 95
Tanima Dutta, Lovely Professional University

Unit 8: Attitude Formation and Change 111
Sukhpreet Kaur, Lovely Professional University

Unit 9: Reference Group Influences 121
Sukhpreet Kaur, Lovely Professional University

Unit 10: Family Influences 131
Sukhpreet Kaur, Lovely Professional University

Unit 11: Culture and Consumer Behaviour 141
Pavitar Parkash Singh, Lovely Professional University

Unit 12: Sub-culture and Cross-cultural Consumer Behaviour 152
Pavitar Parkash Singh, Lovely Professional University

Unit 13: Consumer Decision-making Process 167
Hitesh Jhanji, Lovely Professional University

Unit 14: Opinion Leadership and Diffusion of Innovation 188
Hitesh Jhanji, Lovely Professional University