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Consumer Behaviour (Theory)
Course Objectives: This course will enable the students to - • Enable students to understand the consumer behavior & its relevance in gaining consumer insight. Course Outcomes (COs):
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Course |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course Title |
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DBBA 501 B |
Consumer Behaviour |
CO 265: Create comprehensive understanding of consumer behavior& its relevance in gaining consumer insight. CO 266: Understanding the overview various aspects of consumer decision making process keeping the individual, social and cultural dimensions of consumer behaviour. CO 267: Demonstrate how knowledge of consumer behaviour can be applied to marketing. CO 268: Identify and explain factors which influence consumer behaviour. CO 269: Relate and analyse internal dynamics such as personality, perception, learning motivation and attitude to the choices consumers make. CO 270: Design new applications of the concepts in real life. |
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 Post purchase Behavior; 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
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 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
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.
Concept of 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.
SuggestedReadings
• 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
