CONSUMER BEHAVIOR CHAPTER -2

CONSUMER BEHAVIOR CHAPTER -2

What is Motivation ?

 Motivation is the driving force within individuals that impels them to action. This driving force is produced by a state of tension which exists as the result of an unfulfilled need. This force may work Consciously  or  Subconsciously.

CONSUMER BEHAVIOR CHAPTER -1

CONSUMER  BEHAVIOR  CHAPTER -1

Definition :  Consumer behavior is the study of how individuals  (or groups) make decision to spend their available resources (i.e. time, money, effort) on consumption-related items. It includes the study of

• what they buy
• why they buy it
• when they buy it
• where they buy it
• how often they buy it and
• how often they use it.

CONSUMER BEHAVIOR COURSE OUTLINE

 CONSUMER BEHAVIOR COURSE

1.   The Diversity of Consumer Behavior  :  Introduction – The Study of Consumer Behavior – Ethics in Marketing – The consumer movement. (Chap # 1) Click here

2.   Consumer Needs and Motivation  :  Motivation – Dynamic nature of  Motivation – Types and Systems of Needs – Motivational Research.  (Chap # 4) Click here

3.   Personality and Consumer Behavior  :  Personality – Theories of Personality – Understanding Consumer Diversity.  (Chap # 5)