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ConsumerBehaviour( ,SemesterIII) , , , BankingandInsuranceDepartment,SIWSColleg eWadala, , , , ,NETVisitingFaculty,ModelCollege, , NEWDELHI NAGPUR BENGALURU HYDERABAD CHENNAI PUNE LUCKNOW AHMEDABAD ERNAKULAM BHUBANESWAR INDORE KOLKATA GUWAHATI AuthorsNopartofthispublicationmayberepro duced,storedinaretrievalsystem,ortransmi ttedinanyformorbyanymeans,electronic,mec hanical,photocopying, :2015 , Ramdoot PoojaApartments ,4-B,MurariLalStreet,AnsariRoad,DaryaGan j, :011-23270392,23278631;Fax:011-23256286N agpur:KundanlalChandakIndustrialEstate,G hatRoad, :0712-2738731,3296733;Telefax:0712-27212 16 (Old12/1),1stFloor,NexttoHotelHighlands, MadhavaNagar,RaceCourseRoad, :080-22286611,22385461,41138821,22281541 ,Lingampally,BesidesRaghavendraSwamyMath am,Kachiguda, :040-27560041,27550139Chennai:New-20,Old -59,ThirumalaiPillaiRoad, , :9380460419Pune:FirstFloor,"Laksha"Apart ment, ,Mehunpura,Shaniwarpeth(NearPrabhatTheat re), :020-24496323/24496333;Mobile:0937057933 3Lucknow:HouseNo731,ShekhupuraColony, ,Aliganj, :0522-4012353;Mobile:09307501549Ahmedaba d:114, SHAIL ,1stFloor, , ,NavrangPura, :079-26560126;Mobi

Unit 2 Individual – Determinants of Consumer Behaviour 16 1. Consumer Needs and Motivation (Theories – Maslow, McCleland) 2. Personality Concept, Nature of Personality, Freudian, Neo-Freudian and Trait Theories, Personality Traits and its Marketing Significance, Product Personality and Brand Personification 3. Self-concept – Concept 4.

  Unit, Unit 2

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