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Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. The content of the course-ware follows the following structure

1.Understanding Consumer Behaviour
2.Consumer Motivation, Involvement and Personality
3.Consumer Perception, Learning and Information Processing
4.Consumer's Attitude Formation and Change
5.Culture, Sub-culture and Rural Consumer Behaviour
6.Social Groups and Opinion Leadership
7.Social Class and Family Influences
8.Diffusion of Innovation
9.Consumer Decision Making Process
10.Retail Environment and Consumers
11.Consumer Protection Laws