Consumer Behavior ( Functional Electives Marketing 2 )

Paper Code: 
MBM-422
Credits: 
4.0
Contact Hours: 
40.00
Max. Marks: 
100.00
Objective: 
  • To develop a comprehensive picture of the consumer psychology in order to explain consumer motivation, learning, personality, perception, and attitude formation.
  • To develop an understanding of consumer’s social and cultural setting to examine how group involvement and membership influence one’s actions as consumer.
  • To integrate the various psychological, social and cultural concepts and build a useful conceptual framework that would equip the students for practical application of consumer behavior principles on strategic marketing decisions.
8.00
Unit I: 
Introduction to Consumer Behavior

Consumer Behaviour Strategic Applications, Key Determinants of Buyer Behaviour, Family Influences and Group Influences, Cultural Influences.

8.00
Unit II: 
Understanding Buyer Behaviour

Consumer Motivation, Perception and Personality, Formation and Modification of consumer attitudes.

8.00
Unit III: 
Consumer Decision Making Process

Consumer Decision Process- Problem Recognition, Information Search, Evaluation of Alternatives and purchase, post-purchase process.

8.00
Unit IV: 
Models of Consumer Behavior

Traditional models, contemporary models- Nicosia model, Howard Sheth model, Engel-Blackwell-Miniard model.

8.00
Unit V: 
Organizational buying behaviour and consumerism

Influences on organizational buying Behaviour & organizational Buying Behavior Process.

Essential Readings: 
  • Schiffman and Kanuk: Consumer Behaviour (Ninth Edition): Pearson Prentice Hall, Indian Reprint, 2009.
References: 
  1. Engel James F, Blackwell Roger and Miniard P. W: Consumer Behaviour; Thomson South Western.
  2. Satish K Batra & SHH Kazmi, Consumer BehaviourText and cases, Secnd Edition, Excel Books 2008
  3. Loudon & Della Bitta: Consumer Behavior (fourth Edition); Tata McGraw-Hill Publishing Company Limited, New Delhi.
  4. Solomon: Consumer Behavior Buying, Having, and Being (Sixth Edition); Pearson Education (Singapore) Pte. Ltd., Indian Reprint.
  5. Lindquist & Sirgy: Shopper, Buyer and Consumer Behavior (Second Edition); Biztantra.
  6. Hawkins, Consumer Behaviour: Building Marketing Strategy
  7. Del I Hawkins, Roger J Best, Kenneth A Coney, Amit Mookerjee, Consumer Behavior: Building Marketing Strategy, Special Indian Edition, Tata McGraw-Hill.
  8. S. Ramesh Kumar: Conceptual Issues in Consumer Behavior - The Indian Context (First Edition); Pearson Education (Singapore) Pte. Ltd., Indian Print.