DEBA06 Buyer Behaviour & Consumerism

Main Topics of Study as Follows:

Introduction to the Study of Consumer Behaviour:

1. What is Consumer Behaviour?
2. Why We Study Consumer Behaviour
3. Why the Field of Consumer Behaviour Developed
4. The Role of Consumer Behaviour

Consumer Research:

1. The Consumer Research Process
2. Developing the Research Objectives
3. Collecting Secondary Data
4. Designing Primary Research
5. Data Collection
6. Analysis & Report Preparation

Analytical Segmentation System for Consumers:

1. Who Uses Market Segmentation?
2. How Marketers Use Market Segmentation
3. Bases for Market Segmentation, Including Social Class, Social Status, Family, Company Size, Product
4. Usage & Location
5. Implementing Segmentation Strategies

Consumer Needs & Motivation:

1. Motivation
2. Needs
3. Goals
4. Positive & Negative Motivation
5. Dynamic Nature of Motivation Including Frustration & Arousal of Motives
6. Types & System of Needs
7. Motivation Research

Personality & Consumer Behaviour:

1. What is Personality?
2. Theories of Personality
3. Personality & Understanding Consumer Diversity

Consumer Perception:

1. What is Perception?
2. The Dynamics of Perception
3. Consumer imagery

Learning & Consumer Involvement:

1. What is Learning?
2. Behavioural Learning Theories
3. Cognitive Learning Theories
4. Brand Loyalty & Brand Equity

Nature of Consumer Attitudes:

1. What are Attitudes?
2. Structural Models of Attitudes
3. Attitude Formation
4. Attitude Change

Group Dynamics & Consumer Reference Groups:

1. Types of Groups
2. Reference Groups & Their Applications
3. What is a Family?
4. Functions of the Family
5. Family Decision Making
6. The Family Life Cycle

Social Class & Consumer Behaviour:

1. What is Social Class?
2. Measurement of Social Class
3. Lifestyle Profiles of the Social Class
4. The Affluent Consumer
5. The Non-Affluent Consumer

The Influence of Culture on Consumer Behaviour:

1. What is Culture?
2. Characteristics of Culture
3. Measurement of Culture
4. Core Values
5. What is Sub-Culture?
6. Sub-Cultural Aspects of Consumer Behaviour

Diffusion of Innovations:

1. The Diffusion Process
2. The Adoption Process
3. A Profile of the Consumer Innovator

Consumer Decision Making:

1. What is a Decision?
2. Four Views of Consumer Decision Making
3. Models of Consumer Decision Making
4. Opinion Leadership
5. The Interpersonal Flow of Communication

Accreditation: Awarded by the Institute of Commercial Management (ICM). ICM is a recognized international examining and awarding body for students undertaking general business and management studies and examines and certifies candidates to an internationally consistent standard.