Content:

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1)   Consumer Behaviour: Introduction

2)   Consumer Research

3)   Consumer Needs and Motivation

4)   Personality and Consumer Behaviour

5)   Consumer Psychographics and Perception

6)   Learning and Involvement of Consumers

7)   The Nature of Consumer Attitudes and Change

8)   Communication and Consumer Behaviour

9)   Group Influence and Consumer Reference Groups

10) The Family

11) Social Class and Consumer Behaviour

12) The Influence of Culture on Consumer Behaviour

13) Opinion Leadership and Personal Influence

14) Diffusion and Adoption of New Products

15) Consumer Decision Making

 

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