Consumer Behaviour: Concept, Nature,, Characteristics Scope, Applications and Importance of Consumer Behaviour
Consumer Research:Concept,Role of Consumer Research, Qualitative and Quantitative Research, Steps in Consumer Research Process

Consumer Buying Decision Making Process: Problem Recognition, Information search, Evaluation of alternatives, Purchase decision, and PostpurchaseBehavior;Types of Consumer Buying Behaviour.
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

Consumer Perception: Concept of absolute threshold limit, differential threshold limit & subliminal perception: Perceptual Process: selection, organisation& interpretation.
Learning & Consumer Involvement: Importance of learning on consumer behaviour, learning theories: classical conditioning, instrumental conditioning, cognitive learning & involvement theory.
Consumer Attitudes: Formation of attitudes, functions performed by attitudes, models of attitudes: Tri-component model, multi-attribute model, attitude towards advertisement model: attribution theory.

Models of Consumer Decision making: 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

Personal and PsychologicalFactors affecting Consumer Buying Behaviour: Consumer perception, learning, attitudes, motivation and personality - psychographics, values and lifestyles. Concept of VALS Framework for psychographic Market Segmentation

Socio- CulturalFactors affecting Consumer Buying Behaviour: 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.
Concept of Opinion Leadership