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Table of Contents1 Consumer Involvement1.1 Nature of Consumer Involvement1.2 Purchase Involvement1.3 Message-response Involvement1.4 Ego Involvement2 Measuring Consumer Involvement Consumer Involvement Consumer involvement is defined as

Table of Contents1 Theoretical Approaches to the Study of Consumer Behavior2 Economic Man Model3 Behaviourist Model4 Cognitive Model5 Humanistic Model5.1 Theory of Trying Theoretical Approaches

Table of Contents1 Motivational Research2 Observation3 Depth Interview4 Projective Techniques4.1 Thematic Apperception Techniques (TAT)4.2 Word Association Test4.3 Sentence Completion Test4.4 The Third-Person Technique5 Motivational Conflicts

Table of Contents1 What is Consumer Research?2 Consumer Research Defined3 Consumer Research Process3.1 Specify Research Objectives3.2 Collect and Evaluate Secondary Data3.3 Design Primary Research3.4 Qualitative

Table of Contents1 Segmentation, Targeting, and Positioning2 Bases for Market Segmentation2.1 Geographic Segmentation2.2 Demographic Segmentation2.3 Psychographic Segmentation2.4 Behaviouristic Segmentation3 Target Market Segments3.1 Assess Each Factor

Table of Contents1 Applications of Consumer Behaviour in Marketing1.1 Analyzing Market Opportunity1.2 Selecting Target Market1.3 Marketing-mix Decisions1.3.1 Product1.3.2 Price1.3.3 Promotion1.3.4 Distribution Applications of Consumer Behaviour