Consumer Behaviour

Paper Code: 
24CDMK 102
Credits: 
4
Contact Hours: 
4.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to understand the psychological, social, and economic factors that influence consumer decisions and behaviors in the marketplace.

Course Outcomes: 

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

24CDMK 102

Consumer Behaviour
  • CO 13: Analyze consumer behavior and consumer research using both qualitative and quantitative methods.
  •  CO 14: Evaluate consumer decision-making and stages

 of new product adoption.

  • CO 15: Create knowledge about consumer decision-making models and their applications.
  •  CO 16: Compare and explain factors which influence consumer behaviour.
  • CO 17: Predict the impact of social culture factors on consumer behaviour.
  • CO 18: Contribute effectively in course-specific interaction

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, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects

 

 

 

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 Consumers 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.

References: 

• 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
• https://www.youtube.com/embed/df9386OjnJ0
• https://www.youtube.com/embed/P1rICrAwDAc
• Young Consumers
• Journal of Consumer Behaviour

Academic Year: 
2024-2025
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