CONSUMER BEHAVIOUR AND CUSTOMER RELATIONSHIP MANAGEMENT
Objective: to enlighten the students with the Concepts and Practical applications of Consumer Bevaviour and CRM
Unit-I : Introduction to the study of Consumer Behaviour – Consumer and Marketing Strategy – Determinants of Consumer Behaviour – Profile of the Indian Consumer.
Unit – II : Perception – Nature – Perception and Marketing Strategy, Motivation – Motivation Theories and Marketing Strategy – Personality.
Unit – III : Attitude Measurement and Change – Self Concept and Life Style Marketing, Influence of Social and Cultural factors on Consumer Behaviour – Family, Reference groups,Cross Cultural Variations in Consumer Behaviour.
Unit – IV : Consumer Decision Process – Problem Recognition – Information Search –Evaluation of alternatives and selection – Post Purchase Behaviour – Organizational buyer Behaviour – Diffusion of Innovation.
Unit – V : Customer Relationship Management : Facets and Elements of CRF – CRM Process –Importance of CRM – Planning and Managing CRM Programme – Concept of Customer Loyalty– Customer Value Assessment – Customer Retention Strategies – CRM in services.
(Case Study is compulsory in all Units)
Suggested Books:
Hawkins, Best, Coney: Consumer Behaviour Building Marketing Strategy, Tata McGraw Hill.Lindquist & Sirgy, Consumer Behaviour, Cengage, New Delhi
N Gautam & K Jain, Consumer Behaviour, Wisdom, Delhi
Kazmi : Consumer Behaviour, Excel Publishers.
H.Peer Mohammed: Customer Relationship Management, Vikas, ND
Panwar, J.S. Beyond Consumer Marketing, Sage Response Books, New Delhi.
Mukesh Chaturvedi and Abhivan Chaturvedi : Customer Relationship Management An Indian Perspective. Excel Books.
Deon – Buyer Behaviour, Oxford University Press.
Henry Assael: Consumer Behaviour, Willey India, New Delhi.
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