• Concept, Characteristics Scope
• Applications and Importance of Consumer Behavior
• Consumer Research: Concept, Role of Consumer Research, Qualitative and Quantitative Research, Steps in Consumer Research Process.

·         roblem Recognition, Information search, Evaluation of alternatives, Purchase decision, and Post Purchase Behavior, Types of Consumers Buying Behavior.

Diffusion of Innovations: Concept of Innovation and Diffusion. New Product Adoption Process, Stages in the Adoption Process, Adopter Categories Based on Relative Time of Adoption

• The Economic Model,
• Learning Model,
• Psychological Model,
• Input, Process, Output Model,
• Nicosia Model,
• Howard-Sheth Model,
• Engel, Kollat & Blackwell Model,
• Engle-Blackwell and Miniard (EBM) Model 

• Consumer perception,
• learning,
• attitudes,
• motivation and personality –
• psychographics, values and lifestyles.
• Concept of VALS
• Framework for psychographic Market Segmentation

• Culture, Sub-culture, Social Class, Consumer Reference Groups, Family & Consumer Behaviour,
• Consumer roles within a family, purchase influences and role played by children,
• Family life cycle;
• Opinion Leadership