Unit - I 

A) Introduction to Consumer Behavior 

Meaning, Definition, Relevance of Consumer Behavior Study, Trends in Consumer Behavior 

B) Consumer Decision Making 

Meaning of decision making, Buying motives, Types of decision making processes in buying, Consumer information processing, Schiffman & Kanuk’s model of consumer decision making, Diffusion of innovation 

C) Customer Satisfaction 

Meaning, Relationship between customer expectation & satisfaction, Measuring of customer satisfaction, Customer Dissatisfaction-Meaning, Levels of customer dissatisfaction, Customer Delight -Meaning, Need for delight, Generating delight 

Unit - II 

Internal Influences /Factors influencing Consumer Behavior 

Culture, Sub-culture, Social Class, Reference Groups, Family, Internal Influences 

Unit - III 

External Influences/ Factors influencing Consumer Behavior 

Personality: Personality influences & consumer behavior, Lifestyle, Self-concept or Self-image, Perception, Learning Attitude, Motivation 

Unit - IV 

Consumerism 

Meaning, Definition, Reasons behind rise of consumerism, Benefits of consumerism, Rights of Consumers ,Consumer Protection Act 1986, The Monopolies and Restrictive Trade Practices Act 1969, (MRTP), International Consumer Rights Protection Council (ICRPC)