Course Objectives:
Course Outcomes (COs):
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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CO 153: Create comprehensive understanding of consumer behavior & its relevance in gaining consumer insight CO 154: Demonstrating the overview various aspects of consumer decision making process keeping the individual, social and cultural dimensions of consumer behavior CO 155: Demonstrate how knowledge of consumer behaviour can be applied to marketing. . CO156: Identify and explain factors which influence consumer behaviour. CO157: Relate internal dynamics such as personality, perception, learning motivation and attitude to the choices consumers make.
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Approach in teaching: Interactive Hours, Discussion, Tutorials, Reading assignments, Demonstration
Learning activities for the students: Self learning assignments, Effective questions, Seminar presentation, Group tasks
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Class test, Semester end examinations, Case Studies ,Quiz, Assignments, Presentation, Individual and group projects |
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
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
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
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
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
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.