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Index
Preface
Acknowledgement
Contents
Part I Consumer Behaviour
Chapter 1 Consumer Behaviour
1.1 Introduction to Consumer Behaviour-Definition
1.2 Reasons for Studying Consumer Behaviour
1.3 Applying Consumer Behaviour Knowledge
1.4 Marketing Strategy and Consumer Behavior
1.5 Market Analysis
Questions
1.6 Consumer Behaviour and Market Segment
1.7 Bases for Segmentation
Chapter 2 Psychographic or Lifestyle Segmentation
2.1 Introduction
Questions
Chapter 3 Environmental Influences
3.1 Introduction
3.2 Individual Determinants
3.3 External Environmental Factors Affecting Consumer Behaviour
Questions
Chapter 4 Concept of Culture and Subculture
4.1 Introduntion
Questions
Chapter 5 Cultural Variations in Non-Verbal Communications
5.1 Introduction
Questions
Chapter 6 Social Class
6.1 What is a Social Class
Questions
Chapter 7 Social Group
7.1 Introduction
7.2 Reference Groups and the Influence Exerted by Them
7.3 Reference Group, Social Influence and Social Power
7.4 Reference Group Applications in Marketing
Questions
Chapter 8 Family Buying Influences, Family Life Cycle and Buying Roles
8.1 Introduction
8.2 Family Buying Influences
8.3 The Family Life Cycle Stages
8.4 Personal Influences
Questions
Chapter 9 Diffusion of Innovation
9.1 Introduction
9.2 Innovation
9.3 Diffusion Process
Questions
Chapter 10 Individual Determinants
10.1 Perception
10.2 Misinterpretation of Marketing Messages
Chapter 11 Personality and Self Concept
11.1 Personality
11.2 Types of Behaviour
11.3 Emotions and Marketing Strategy
11.4 Self-concept
Questions
Chapter 12 Motivation and Involvement
12.1 Introduction
12.2 Maslow's Theory of Motivation
12.3 Marketing Strategies Based on Motivation
12.4 Involvement
Questions
Chapter 13 Information Processing Learning and Memory
13.1 Introduction
13.2 Learning Memory and Product Positioning
13.3 Memory
Questions
Chapter 14 Attitude Development and Alternate Evaluation in Buying
14.1 Introduction
14.2 Heuristics (The choice-making rules)
14.3 Multi-Attribute Choice Models
Questions
Chapter 15 Decision-Making Process
15.1 Problem Recognition and Purchase Behaviour
Questions
Chapter 16 Search and Evaluation
16.1 Introduction
Questions
Chapter 17 Purchasing Process and Outlet Selection
17.1 Introduction
Questions
Chapter 18 Purchase Behaviour (Situational Factors)
18.1 Introduction
Questions
Chapter 19 Post-Purchase Behaviour
19.1 Introduction
Questions
Chapter 20 Models of Consumer Behaviour
20.1 Introduction
Questions
Chapter 21 Consumerism (Public Policy and Consumer Protection)
21.1 Introduction
Questions
Chapter 22 Organisational Buying Behaviour
22.1 Introduction
22.2 Characteristics of ORG Buying (O.B.B.)
22.3 Organisational Customers
22.4 Factors Influencing Organisational Buying
22.5 Factors that Affect Risk
22.6 Organisational Buying Situations
Questions
Chapter 23 Customer Delight
23.1 Introduction
23.2 Need for Delight
23.3 Expectation and Delight
23.4 Generating Delight
Questions
Chapter 24 E-Consumer Behaviour
24.1 The Computer Age
24.2 E- Business
24.3 Web (World Wide Web) WWW
24.4 Application to Customer Behaviour
Questions
Chapter 25 Consumer Research
25.1 Introduction
25.2 The Obejectives of the Study
25.3 Secondary Data
25.4 Primary Data
25.5 Purchase Behaviour
25.6 Semantic Differential Scale
25.7 Observation, Experimentation,Survey and Interviews
25.8 Data Analysis
Questions
Chapter 26 Changing Consumer Behaviour
26.1 In the Indian Context
Questions
Chapter 27 Case Studies
27.1 Case I : Factors Affecting Consumer Behaviour
Questions
27.2 Case II: Organisational Buying Behaviour
Questions
27.3 Case III: Family Influences
Questions
27.4 Case IV: Health Conscious Consumer
Questions
27.5 Case V: A.T.O. Model of Consumer Behaviour
Questions
27.6 Case VI: Vending Machines (Motivation)
Questions
27.7 Case VII: Buyer's Behaviour
Questions
27.8 Case VIII: Promoting Beauty Products (Marketing Stratetgy)
Questions
27.9 Case IX: Organisation Buying
Questions
Part II Advertising Management
Chapter 1 Advertising Management Overview
1.1 Meaning
1.2 Nature of Advertising
1.3 Scope of Advertising
1.4 Types of Advertising
Questions
Chapter 2 Advertising and Other Promotional Tools
2.1 Meaning
2.2 Publicity
Questions
Chapter 3 Role of Advertising in Promotion Mix
Questions
Chapter 4 Process of Advertising
4.1 Introduction
4.2 The Customer and Competition
4.3 Competitive Analysis
Questions
Chapter 5 Strategies for Advertising
5.2 Strategies for Advertising
5.1 Introduction
5.3 Advertising Planning
Chapter 6 Advertising Campaign Planning
Questions
Chapter 7 Message Creation and Copywriting
Questions
Chapter 8 Role of Creativity in Copywriting
Questions
Chapter 9 Advertising Objectives (Mission)
Questions
Chapter 10 Media Planning
Questions
Chapter 11 Testing for Advertising Effectiveness
11.1 Source
11.2 Message
11.3 Media Strategies
11.4 Budget
11.5 Physiological Tests
Questions
Chapter 12 Preparation and Choice of Methods of Advertising Budget
12.1 Budgeting Methods
12.2 Budgeting Approaches
12.3 Other Factors Affecting the Allocation of Advertising Budget
Questions
Chapter 13 Ethical and Social Issues in Advertising
13.1 Ethical Advertising
13.2 Social Issues in Advertising
Chapter 14 Management of Advertising Agency
14.1 Function of an Advertising Agency
14.2 Types of Agencies
Questions
Chapter 15 Role of Advertising in National Development
15.1 General Advertising
15.2 Institutional Advertising
Questions
Index
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