Consumer Behavior

Paper Code: 
MRM 322
Credits: 
4
Contact Hours: 
60.00
9.00
Unit I: 
Introduction to Consumer Behavior:

Definition, need of studying consumer behavior, Consumers impact on marketing strategy, marketing’s impact on consumes.
Types of Consumers.
Consumer needs and Wants, models of Consumer Behavior()

9.00
Unit II: 
Consumers

Perception (Elements, Dynamics, consumer imagery).
Motivation(Motivation as a psychological force, dynamics of motivation, types and systems of needs, measurement of motives )

9.00
Unit III: 
Learning

Elements of consumer learning, behavioral learning theories, cognitive learning theory, measures of consumer learning.
Personality and lifestyles-Nature, Theories of personality, Understanding consumer diversity, Brand personality, Self and self image, Virtual personality, lifestyle and psychographics, lifestyle trends.

9.00
Unit IV: 
Attitude and attitude change

Definition, structural models of attitude, attitude formation, strategies of attitude change, using attitudes to predict behaviour, changing attitudes through communication.

9.00
Unit V: 
Consumer research

Consumer research paradigms, quantitative research, qualitative research, The consumer research process, ethics in consumer research.

Essential Readings: 

1.    Michael R. Solomon, Consumer Behaviour, Pearson Education
2.    Leon G. Schiffman, Leslie Lazar Kanuk, Consumer Behaviour, Pearson Education
3.    S. A. Chunnawalla, Consumer Behaviour, Himalaya Publishing House
4.    David L.Loudon & Albert T. Della bitta, Consumer behaviou, Tata McGraw Hill.
5.    Neeran Gautam, Kokil Jain, Consumer Behaviour, Wisdom Publication
6.    Ramesh Kumar, Consumer Behaviour; Pearson Education
7.    Suja R.Nair; Consumer Behaviour in Indian Perspective; Himalaya Publication House
8.    Subhash Menia; Consumer Behaviour ; Tata McGraw Hill
9.    Chunawalla, S.A.; Commentary on Consumer Behaviour; Himalaya Publishing House.

Academic Year: 
2018-2019
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