Consumer Behaviour

Paper Code: 
DBBA 501B
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
12.00
Unit I: 
Introduction

Consumer Behaviour: Concept, Nature,, Characteristics Scope, Applications and Importance of Consumer Behaviour
Consumer Research:Concept,Role of Consumer Research, Qualitative and Quantitative Research, Steps in Consumer Research Process.

12.00
Unit II: 
Consumer Buying Decision Making Process, Diffusion of Innovations, New Product Adoption Process

Consumer Buying Decision Making Process: Problem Recognition, Information search, Evaluation of alternatives, Purchase decision, and PostpurchaseBehavior;Types of Consumer Buying Behaviour.
Diffusion of Innovations: Concept of Innovation and Diffusion
New Product Adoption Process, Stages in the Adoption Process, Adopter Categories Based on Relative Time of Adoption

12.00
Unit III: 
Models of Consumer Decision making

The Economic Model, Learning Model, Psychological Model, Input, Process, Output Model, Nicosia Model, Howard-Sheth Model, Engel, Kollat& Blackwell Model, Engle-Blackwell and Miniard (EBM) Model

12.00
Unit IV: 
Personal and PsychologicalFactors affecting Consumer Buying Behaviour

Consumer perception, learning, attitudes, motivation and personality - psychographics, values and lifestyles. Concept of VALS Framework for psychographic Market Segmentation

12.00
Unit V: 
Socio- CulturalFactors affecting Consumer Buying Behaviour

Culture, Sub-culture, Social Class,Consumer Reference Groups,Family & Consumer Behaviour,Consumer roles within a family, purchase influences and role played by children, family life cycle.
Concept of Opinion Leadership

Essential Readings: 

1. Leon G.Schiffman & Leslie L.Kanuk: Consumer Behaviour, Prentice Hall Publication, latest Edition
2. Solomon, M.R.: Consumer Behaviour – Buying, Having, and Being, Pearson Prentice Hall.
3. Blackwell, R.D., Miniard, P.W., & Engel, J. F.: Consumer Behaviour, Cengage Learning.

References: 

1. Hawkins, D.I., Best, R. J., Coney, K.A., & Mookerjee, A: Consumer Behaviour – Building Marketing Strategy, Tata McGraw Hill.
2. Kotler, P. & Keller, K. L.: Marketing Management (Global Edition) Pearson.

Academic Year: 
2019-2020
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