Consumer Behaviour Practical

Paper Code:

DBBA 502 B

Credits:

Contact Hours:

30.00

Max. Marks:

100.00

Objective:

Course Objectives: This course will enable the students to - • Assess the tasks through file preparations, quizzes, and group projects.

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

DBBA 502B

Consumer Behaviour Practical

CO 271: Evaluating the project tasks in terms of content, data presentation and analysis.

CO 272: Assessing the tasks through file preparations, quizzes, and group projects.

CO 273: Organizing discussions with peer group on emerging themes through individual presentations and group discussions.

CO 274: Analytical Skills in assessing the consumer decision-making process

CO 275: Trends in consumer behvaiour and its application

Approach in teaching:

Case studies , 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

Project File & Viva-voce

6.00

Unit I:

UNIT 1

Project Submission on Consumer Research

6.00

Unit II:

UNIT 2

Prepare a chart on Consumer Buying Behaviour Process of any product or service : smart phone, apparels, life insurance, online shopping, socially responsible products, luxury and branded products etc.

6.00

Unit III:

UNIT 3

Power point Presentation on the Different Models of Consumer Buying Decision Making Process

6.00

Unit IV:

UNIT 4

Group/ Team Assignment submission on Effect of Personal &Psychological Factors on Consumer Buying Behaviour (Motivation, Personality, Attitude, Perception , Learning, Age, Lifestyle, Occupation)

6.00

Unit V:

UNIT 5

Case Study on Role of Culture/ Sub-culture/ Social Class/ Family/ Reference Group in Consumer Buying Decision Making Process

Essential Readings:

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:

Suggested Readings
• 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:

2023-2024