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introduction to consumer behaviour market segmentation nature and significance of consumer behaviour product vs brand demand determinants environmental influences on consumer behaviour reference groups types of reference group sub-culture powers of reference group culture types of culture consumer influences characteristics of reference groups basic understanding of brands different types of brands brand manager: roles branding challenges and opportunities forms of business organizations sole trader partnership business advantages and disadvantages of various forms of b production function and cost-output analysis production function cobb-douglas production iso-quants and iso-costs mrts least cost combination of inputs defination of consumer behaviour nature and scope of consumer behaviour development concepts types of consumer behaviour complex buying behavior disosance consumer behaviour selection of distribution channels habitual consumer behaviour realitic implementation of marketing concepts history of brand evaluation of brand objective of brand definition of brand marketing ethics marketing & social responsibility significance of consumer behaviour developments in consumer behaviour concepts in marketing managerial economics law of demand nature and scope of economics demand forecasting types of elasticity of demand measurements of elasticity of demand brand hierarchies – brand architecture: definition types advantages disadvantages and keys to successful extensions – process advantages and disadvantages roots of consumerism consumer safety and information environmental concerns consumer protection act 1986 consumer privacy central and state consumer protection councils consumer disputes redressal agencies and forum national consumer disputes redressal commission marketing department – marketing control & types o cause – related marketing mobile marketing and online marketing. green marketing product levels & classification – product hierarch – product systems & mixes product line analysis concept of brand equity & branding decisions pricing methods adopting the price – initiating & responding to pr causes & management of channel conflicts (see clas role of marketing channels – channel design decisi laws of returns internal and external economies of scale cost conc determinants of cost cost-output relationship in s assumptions of bea graphical representation importance limitations of bea cost concepts types of cost strategic brand management process – customer-base establishing brand positioning – positioning guide building a strong brand brand mantra customer-based brand equity – sources of brand equ models of consumer behaviour: howard model howard seth model ekb model webster and wind model seth industrial buyer behaviour model cbbe model consumer behaviour models – economic model brand audi designing brand tracking studies brand equity management system financial brand equity brand valuation methods brand tracking