Khurasan Institute of Higher Education Jalalabad, Afghanistan.

Programme Course Name Course Code Course Hours Total Hours Course Objectives This course deals with the behavior of consumers in their daily lives. The main topics to be included cover areas relating to the consumers and their environment, resource utilization, the social and cultural environments needs and motives, concepts and attitudes, preferences, personality and life styles, symbols of membership and status, anxiety motivation and displacement behavior, problem solving, decisions and planning. Week 1: Introduction Defining Consumer Behavior Customer and Consumers The Ultimate Consumer The Individual Buyer Application of Consumer Behavior Application to Decision Making Consumer Behavior and Marketing Management Week 2: Understanding Consumers & Market Segment Views of the Market and Alternative Marketing Strategies Market Aggregation & Segmentation Limitation of Demographics in Predicting Consumer Behavior Lifestyle and Psycho Graphic Segmentation The Technique of Lifestyle Segmentation Application of Life Style Segmentation Benefit Segmentation Product Positioning Week 3: Environment Influences on Consumer Behavior Culture Defined Culture Relevance to Marketing Decisions The Characteristics of Culture Implications of Culture Change for the Marketer Tracking Culture Change Cross-Culture Understanding of Consumer Behavior Week 4: Subcultures The Nature of Subcultures : : : : : BBA Consumer Behavior BBA-MKT103 03 48

Khurasan Institute of Higher Education Jalalabad, Afghanistan. The Black Subculture The Asian Subculture The Hispanic Subculture The Youth Subcultures The Older Subcultures Week 5: Social Class The Process of Social Stratification The Nature of Social Class Social-Class Measurement and Categorization Social-Class Lifestyles Social Class and Consumer Behavior Week 6: Social Groups Group Defined Groups Properties Reference Groups The Nature of Reference-Group Influence Week 7: Significance of the Family in Consumer Behavior Families and Households Family Life Cycle Family Purchasing Decisions Week 8: Personal Influence & Diffusion of Innovations The Nature and Signification of Personal Influence Communication and Influence Flow Opinion Leadership in Marketing Adoption and Diffusion of Innovations Week 9: Personality and Self-Concept Personality Theories and Applications Measuring Personality Some Major Personality Theories Self-Concept Week 10: Motivation and Involvement The Nature and Role of Motives Classifying Motives Motive Arousal

Khurasan Institute of Higher Education Jalalabad, Afghanistan. Week 11: Information Processing Information Acquisition Marketing Implications Week 12: Learning and Memory Characterizing Learning Memory Week 13: Attitudes Definition of Attitude Characteristics of Attitude Functions of Attitudes Changing others attitude Changing owns attitude Week 14: Changing Attitudes Strategies for Changing Attitude The Communication Process Week 15: Problems Recognition Types of Consumer Decisions Problems Recognition Marketing Implications of Problem Recognition Week 16: Search and Evaluation The Information-Search Process Studying the Information-Search Process Information search and Decision making Evaluation Criteria Recommended Books: 1. 2. CONSUMER BEHAVIOR --- David And Albert , M.G.Hill. (1998). CONSUMER BEHAVIOR --- Harw Kins Etal Irwin, (1997)