Syllabus for Pre Ph.D.

Examination

Research Topic : Perspective of Consumer Behavior towards FMCG

Products (A Special Focus in Andhra Pradesh)

Unit I

Introduction to Consumer Behaviour – Importance of studying consumer behavior –

Individual determinants of consumer behavior – Introduction to FMCG

Unit II

personality – Personality - Relevance of personality in understanding consumer behavior –

perception – The role of perception in Consumer Behavior towards FMCG– Role of
Motivation ,Attitudes and Learning in consumer behavior towards FMCG products

Unit III

Environmental influences in consumer behavior. Culture, Sub Culture and Cross Cultural
influences in Consumer Behaviour. Social class – Nature, measurement and categorization.
Social class and consumer behavior.

Unit IV

Group influences in Consumer Behaviour – Reference groups – Types and Nature of

Reference groups. Reference group influences on Consumer Behaviour. House hold
decisions Group communication: opinion leadership process and diffusion processes.

Unit V

Consumer decision process: Problem recognition, search and evaluation, purchasing

process and post purchase behavior- Models of consumer behavior.