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CONSUMER BEHAVIOUR
Course Outcomes (COs):
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Course Outcomes |
Learning and teaching strategies |
Assessment Strategies |
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The student will be able to- CO83:Understand consumer behaviour in an informed and systematic way. CO84:Analyse personal, socio-cultural, and environmental dimensions that influence consumer decisions making. CO85:Relate internal dynamics such as personality, perception, learning motivation and attitude to the choices consumers make. CO86:Establish the relevance of consumer behaviour models and concepts to marketing decisions CO87:Application of knowledge of consumer behaviour to retail sector. CO88:Apply the models for suitable fit |
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 |
Introduction: Conceptual Framework, Significance, Evolution of consumer behavior, concept of consumer research, qualitative and quantitative research, steps in consumer research 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
Individual determinants of consumer behavior: consumer perception, learning, attitudes, motivation and personality, psychographics, values and lifestyles
Models of consumer behavior: Nicosia, Howard and Sheth, Engel-Blackwell-Miniard
Retailing and consumer behavior: Profile of Indian consumer, influence of situational variables on shopping behavior, consumer image of a retail store
• Schiffman and Kanuck, Consumer Behaviour, PHI
Suggested Reading:
• 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
E Resources:
• Consumer Behavior: Global Edition, Pearson Education (Thinktank), ProQuest Ebook Central, IISuniversity2020
Journals:
• Consumer Behaviour
• Journal of Marketing
• Marketing Management
• Marketing Research
