Consumer Behaviour

Paper Code: 
MRM 322
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Paper has been designed such that it acquaints the students with the various stages that a consumer goes through before purchasing any product or service.

12.00
Unit I: 
Introduction

Conceptual Framework, Significance, Evolution of consumer behavior, concept of consumer research, qualitative and quantitative research, steps in consumer research process

12.00
Unit II: 
Consumer buying process

consumer decision making process, types of consumer buying behavior, environmental influences on consumer behavior- cultural influences- social class, reference groups and family influences- opinion leadership and personal influences, diffusion of innovations, adoption process

12.00
Unit III: 
Individual determinants of consumer behavior

consumer perception, learning, attitudes, motivation and personality, psychographics, values and lifestyles

12.00
Unit IV: 
Models of consumer behavior

Nicosia, Howard and Sheth, Engel-Blackwell-Miniard

12.00
Unit V: 
Retailing and consumer behavior

Profile of Indian consumer, influence of situational variables on shopping behavior, consumer image of a retail store

Essential Readings: 

• Schiffman and Kanuck, Consumer Behaviour, PHI
• Loudon and Della Bitta, Consumer Behavior: Concepts and Applications, Tata Mc Graw Hill

References: 

• Suja R. Nair- Consumer Behaviour in Indian Perspective, Himalaya Publishing House
• Chunawalla, S.A. Commentary on Consumer Behaviour, Himalaya Publishing House

Academic Year: 
2017-2018
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