Consumer Behaviour

Paper Code:

DBBA 501B

Credits:

Contact Hours:

60.00

Max. Marks:

100.00

Objective:

This course will enable the students to -

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

Course Code

Course Title

DBBA 501 B

Consumer Behaviour

CO 265: Create comprehensive understanding of consumer behavior& its relevance in gaining consumer insight.

CO 266: Understanding the overview various aspects of consumer decision making process keeping the individual, social and cultural dimensions of consumer behaviour.

CO 267: Demonstrate how knowledge of consumer behaviour can be applied to marketing.

CO 268: Identify and explain factors which influence consumer behaviour.

CO 269: Relate and analyse internal dynamics such as personality, perception, learning motivation and attitude to the choices consumers make.

CO 270: 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 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:

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:

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:

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.
Concept of 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.

References:

• 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 (Global Edition) Pearson.

E-resources
• https://nptel.ac.in/courses/110105074

Journals
• https://onlinelibrary.wiley.com/journal/14791838
• https://journals.sagepub.com

Academic Year:

2022-2023