Unit 1: Introduction to Consumer Behavior   (4 LHs) 
Concept and nature of consumer behavior. Differences between consumer buying andorganizational buying. Application of consumer behavior knowledge in business
decisions, marketing management, social marketing, and public policy decisions.Consumer rights and movement.

Unit 2: Consumer Buying Decision Process (4 LHs) 
Consumer buying decision processes in high-involvement and low-involvementpurchases. Problem/Need recognition: Types of problem recognition, results ofproblem recognition, problem recognition under low involvement conditions.Marketing implications of problem recognition: measuring problem recognition,activating problem recognition, and utilizing problem recognition information.

Unit 3: Information Search (5 LHs) 
Concept of information search. Types of consumer search activities: pre-purchasesearch, ongoing search, internal search, external search. The information evaluationprocess: evaluation criteria, alternatives available, alternative characteristics. Sourcesof consumer information. Information search on the internet. Marketing implicationsof the information search process.

Unit 4: Alternative Evaluation and Choice (7 LHs) 
Consumer’s choice: rational choice, affective choice, attribute-based choice, attitude- based choice. Criteria for Evaluation and its measurement. Decision rules for
attribute-based choices: conjunctive and disjunctive decision rules, elimination-by- aspects decision rule, lexicographic decision rule, compensatory decision rule.
Marketing strategies in evaluation and choice.

Unit 5: Post Purchase Behavior (6 LHs) 
Post purchase evaluation: consumer satisfaction and dissatisfaction, consumercomplaint behavior, .Post purchases dissonance: reasons and remedies. Product disposition: Disposition methods and marketing strategies.

Unit 6: Individual Determinants of Consumer Behavior (9 LHs) 
Consumer Motivations: Nature and role of consumer motives. Consumer learning:concept of learning and principal elements of learning. Consumer perception: natureand process of perception. Personality: nature and types of consumer personality,consumer personality, and brand personality. Consumer attitude: concept andcharacteristics of attitude, sources of attitude development.

Unit 7: Group and Family Influences 6 LHs
Reference group influences: nature and degree of influences, marketing strategiesbased on reference group influences. Family influences: structure of household,family decision-making role, and family lifecycle.

Unit 8: Social and Cultural Influences (7 LHs) 
Characteristics of culture. Social class influence in consumer behavior. Social classesin Nepal and their consumption behavior. Cultural and sub-cultural influences.Characteristics of culture. Cultural and sub-cultural influences. Nepalese core culturalvalues and adopted cultural values and their implications in consumer behavior.