Consumer Behaviour

Paper Code: 
MRM 226
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

The basic purpose of this course is:

  1. To acquaints the students with the various stages that a consumer goes through before purchasing any product or service. concepts.

Course Outcomes (COs):

Learning Outcomes (at course level)

Learning and teaching strategies

Assessment Strategies

 
 

The student will be able to-

  1. Understand consumer behaviour in an informed and systematic way.
  2. Analyse personal, socio-cultural, and environmental dimensions that influence consumer decisions making.
  3. Relate internal dynamics such as personality, perception, learning motivation and attitude to the choices consumers make.
  4. Establish the relevance of consumer behaviour models and concepts to marketing decisions
  5. Application of knowledge of consumer behaviour to retail sector.

 

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

 

 

12.00
Unit I: 
Introduction:

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 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:

Individual determinants of consumer behavior: consumer perception, learning, attitudes, motivation and personality, psychographics, values and lifestyles

12.00
Unit IV: 
Models of consumer behavior

Models of consumer behavior: Nicosia, Howard and Sheth, Engel-Blackwell-Miniard

12.00
Unit V: 
Retailing and consumer behavior:

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

Academic Year: 
2020-2021
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