Course Title Consumer Behavior
Course Level 300
Credit Unit 2

Role of the consumer in marketing, the consumer perspective and viewpoint. Overview of consumer decision process behavior. Group influence consumer. Culture context of consumer behavior, social stratification, reference group and sub-culture information. The nature and influence of individual predispositions, information processing, learning process. Evaluation criteria, Attitudes personality, Attitude change and persuasive communication. Nature of communication; Attitude change, Decision Processes, Purchasing processes, post purchase processes.