Consumer Behaviour
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.
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