Consumer Behavior

Paper Code: 
EMM 425
Credits: 
4
Contact Hours: 
60.00
12.00
Unit I: 
Introduction:

Consumer Behavior-concepts-dimensions of consumer behaviors-application of consumer behavior, Knowledge in marketing decisions-approaches to the study of consumer behavior.
 

12.00
Unit II: 
Consumer as an Individual:.

Consumer needs and motives-personality and consumer behavior-consumer perception-learning-consumer attitudes-attitude formation and change-communication and persuasion-self image-life style analysis.

12.00
Unit III: 
Consumers in their Social and Cultural Settings:

Group dynamics and consumer reference groups- Family- Social Class Cultural and sub-cultural aspects-cross cultural consumer behavior.
 

12.00
Unit IV: 

Consumer Decision Process and Post – Purchase Behavior:
Personal influence and opinion leadership-diffusion of Innovations-consumer decision-making process-models of consumer decision process-Nicosia-Howard Sheth and Engel-Kollat Model-post purchase behavior-Consumer expectation and Satisfaction-managing dissonance-consumer loyalty-types of loyalty programmes.
 

12.00
Unit V: 
Consumersim:

Consumer Protection-difficulties and challenges in predicting consumer behavior-online consumer behavior-organizational and industrial buyer behavior-consumer behavior in Indian Context-emerging Issues.

References: 

Text Books:

  1. Leon G. Schiffman, Leslie Lazar Kanuk, “Consumer Behavior”, Pearson Education, New Delhi, 2002.
  2. David L.Loudon, Albert J Della Bitta, “Consumer Behavior”, McGraw Hill, New Delhi 2002.

Suggested Readings:

  1.  
  2. Jay D. Lindquist and M. Joseph Sirgy, “ Shopper, buyer and Consumer Behavior, Theory and Marketing Application”, Biztantra Publication, New Delhi 2005.
  3. Sheth Mittal, “ Consumer Behavior: A Managerial Perspective”, Thomson Asia (p) Ltd. Singapore, 2003.
  4. K.K. Srivastava, “Consumer Behavior in Indian Context” Goal Gotia Publishing Co, New Delhi, 2002