Consumer Behaviour

Paper Code: 
DBBA 501B
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

1. Enable students to understand the consumer behavior & its relevance in gaining consumer insight.

Course Outcomes (COs):

 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Paper Code

Paper Title

DBBA 501 B

Consumer Behaviour

CO 217: Create comprehensive understanding of consumer behavior & its relevance in gaining consumer insight.

CO 218: Understanding the overview various aspects of consumer decision making process keeping the individual, social and cultural dimensions of consumer behaviour.

CO 219: Demonstrate how knowledge of consumer behaviour can be applied to marketing.

CO 220: Identify and explain factors which influence consumer behaviour.

CO 221: Relate and analyse internal dynamics such as personality, perception, learning motivation and attitude to the choices consumers make.

CO 222: Design new applications of the concepts in real life.

 

Approach in teaching:

Interactive Hours, Discussion, Tutorials, Reading assignments, Demonstration

Learning activities for the students:

Self learning assignments, Effective questions, Seminar presentation, Group tasks

 

Class test, Semester end examinations, Case Studies ,Quiz, Assignments, Presentation, Individual and group projects

 

12.00
Unit I: 
Consumer Behaviour:

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:

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:

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:

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:

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

Academic Year: 
2021-2022
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