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Consumer Behaviour
1. The Scope of CB
2. Importance and
methods of CB research
3. Marketing
segmentation
4. The structure of course
Process of Consumer Behaviour
Social marketing
Personal interviews
Observation
Online research
Scanner data
Physiological measures
Primary bases for segmentation of
consumer market
Geographic segmentation is based on regional
variables such as region, climate, and population
density and population growth rate.
Part 1
Part 3
Consumer as Individual
Consumers as decision makers
Perception
Individual decision making
Learning and memory
The purchase situation,
Motivation and values
post purchase evaluation,
Personality and Lifestyles
and product disposal
Attitudes
Bibliography
Course Book:
Michael R Solomon, CONSUMER BEHAVIOUR: buying, having and
being, Publisher-Pearson Education, Eighth edition, 2009,
ISBN: o-13-515336-0