1. Welcome to class of understanding consumer behavior -Dr. Satyendra Singh

2. Consumer decision making process total set –all universities awareness set –you are aware of; rest unaware set consideration set –you will consider; rest infeasible set choice Set –you make choice; rest no-choice set make decision

3. A model of complex evaluation pre-contemplation –information (internal/external), need arousal contemplation –alternatives, evaluation (criteria, motives, values, intention, choice set, others, self-efficacy) preparation –initial behavior, situational factors maintenance –continued behavior, reinforcement