Course Outline Consumer Behaviour Course Code: MBA7412 Year: II Trimester: IV Max.

Hours: 30

Preamble: Human behavior is very complex and difficult to predict. Marketers have always
been interested in knowing how consumers make their buying decisions regarding various products. Who influence them and how. How do they respond to the various marketing stimuli like advertisements, sales promotional offers, use of celebrities etc. offered by the marketers. What are the latent motives behind the purchase of product. If these things are known to the marketers it is possible to influence the consumers in favorable way. This course will give knowledge about the determinants of consumer behavior which fall under four main categories- cultural, social, personal and psychological. Insights from the industry will help to understand the behavior of consumers. Developing marketing mix according to the consumer behavior is the main motive behind this course.

Objectives of the Course:

To develop an understanding of consumer behavior from a variety of perspectives (multicultural, interdisciplinary, etc.). To develop an understanding of peoples' consumption-related behaviors and to develop and evaluate marketing strategies intended to influence those behaviors. To develop understanding of concepts in consumer behavior. To develop ability to apply the concepts to strategic marketing decisions. To develop ability to conduct research in consumer behavior.

Consumer Behavior Disciplines and applications of consumer UNIT I behavior, Reasons for studying consumer behavior, Cultural factors- Culture and Sub-culture, Core cultural values Social factors- Social Class, life style profile and applications, reference groups- Consumer related reference groups, Celebrity UNIT II and other reference groups, Family- Functions and roles, Family Life Cycle Personal/Psychological factors:- Personality, self concept and life UNIT III style, Motivation- Buying motives, learning and memory, Information Processing models MID-TERM EXAMINATION

(3 Sessions)

(6 Sessions)

(6 Sessions)

UNIT IV

UNIT V

Attitude formation and change, consumer loyalty towards product, brand and stores, diffusion of innovation process, opinion leadership. Consumer Decision Making Process: Problem Recognition and marketing strategy, Information search- sources and implications, Evaluation of alternatives- evaluation criteria and decision rules.

(5 Sessions)

(5 Sessions)

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Course Outline Consumer Behaviour Course Code: MBA7412 Year: II Trimester: IV Max. Hours: 30

Purchasing Process and Outlet Selection, Purchase Behavior , Post-purchase Behavior, Models of Consumer Behavior, UNIT VI Organizational/institutional Buying Behavior, intermediary (5 Sessions) decision making * Provision for presentations / assignments / case analysis in additional sessions ** 1 Session = 60 Minutes

Text Books:

Schiffman Leon G. and Kanuk Leslie lazar- Consumer Behavoiur (Pearson/ Prentice Hall, 9th Edition.

Reference Books:

Hawkins, Best and Coney- Consumer Behaviour (Tata Mc Graw Hill, 9TH Edition). Loudon, David L. and Della Bitta, Albert J. - Consumer Behavior (Tata Mc Graw Hill, 4TH Edition).

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