Consumer Behaviour

Paper Code: 
CDMK 102
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
12.00
Unit I: 
Consumer Behaviour

:  Concept, 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:

Problem Recognition, Information search, Evaluation of alternatives, Purchase decision, and Post purchase Behavior, 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 Psychological Factors 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- Cultural Factors 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; Opinion Leadership

Essential Readings: 
  • Leon G.Schiffman & Leslie L.Kanuk: Consumer Behaviour, Prentice Hall Publication, latest Edition
  • Solomon, M.R.: Consumer Behaviour – Buying, Having, and Being, Pearson Prentice Hall.
  • Blackwell, R.D., Miniard, P.W., & Engel, J. F.: Consumer Behaviour, Cengage Learning.
  • Hawkins, D.I., Best, R. J., Coney, K.A., & Mookerjee, A: Consumer Behaviour – Building Marketing Strategy, Tata McGraw Hill.
  • Kotler, P. & Keller, K. L.: Marketing Management

 

Academic Year: 
2021-2022
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