CONSUMER BEHAVIOR

Paper Code: 
25MBM322
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to develop a comprehensive picture of the consumer psychology to explain consumer motivation, learning, personality, perception, and attitude formation.

 

Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and teaching

strategies

Assessment Strategies

Course Code

Course title

25MBM322

Consumer Behavior (Theory)

CO409: Analyse consumer behaviour and its strategic applications, by identifying key determinants

CO410: Examine consumer motivation, perception, and personality.

CO411: Assess the stages of consumer                         decision- making and compare it to organizational                                                  buying behavior.

CO412: Compare traditional and contemporary models of consumer behaviour

CO413: Explore the detailed Digital Marketing Consumer behaviour

CO414: Contribute effectively in course-specific interaction

Approach in teaching: Interactive Lectures, Group Discussion, Tutorials, Case Study, Demonstration

Learning activities for the students: Self- learning assignments, presentations, practical exercise

Class test, Semester end examinations, Quiz, Assignments, Presentation, Peer Review

 

12.00
Unit I: 
Introduction to Consumer Behavior

Consumer Behaviour- Nature, scope, strategic applications, Key Determinants of Buyer Behaviour, Family Influences, Social class characteristics, Group Dynamics, Types of reference groups, application of reference groups, Cultural Influences. Sub-cultural and cross-cultural influences.

 

12.00
Unit II: 
Understanding Buyer Behaviour

Consumer Needs &Motivation, Theories of Motivation, Consumer Perception: Concept of absolute threshold limit, differential threshold limit & subliminal perception, Perceptual Process: selection and Interpretation. Personality-Importance & theories, Attitudes: Formation and Modification of consumer attitudes, models of attitudes: Tri-component model, multi- attribute model, attribution theory.

 

12.00
Unit III: 
Consumer Decision Making Process

Consumer Decision Making Process: Consumer Decision Process- Problem Recognition, Information Search, Evaluation of Alternatives and purchase, post-purchase process. Organizational buying behavior and consumerism: Influences on organizational buying Behavior& organizational Buying Behavior Process.

 

12.00
Unit IV: 
Models of Consumer Behavior

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

12.00
Unit V: 
Digital Marketing Consumer behavior

Digital Marketing Consumer behavior: Concept of digital consumers, Types of digital consumers, paradigm shift in the behavior of digital consumers, New trends in digital marketing

 

*Case studies related to entire topics are to be taught.

 

Essential Readings: 
  1. MajumdarRamanuj, Consumer Behaviour: Insights from Indian Market, PHILearning Pvt.Ltd., 2013.
  2. Satish K Batra& SHH Kazmi, Consumer Behaviour Text and cases, SecondEdition, ExcelBooks 2008
  3. Lindquist &Sirgy: Shopper, Buyer and Consumer Behavior (Second Edition);Biztantra, 2008.
  4. S. Ramesh Kumar: Conceptual Issues in Consumer Behavior - The Indian Context (FirstEdition); Pearson Education (Singapore) Pte. Ltd., Indian Print, 2003

 

References: 

Suggested readings:

  1. Engel James F, Blackwell Roger and Miniard P. W: Consumer Behaviour;Thomson SouthWestern, 2005.
  2. Loudon & Della Bitta: Consumer Behavior (fourth Edition); Tata McGraw- HillPublishingCompany Limited, New Delhi, 2002.
  3. Consumer Behavior:The Indian Context ( concepts and Cases), Kumar,Ramesh, Pearson ;2nd Edition (30 June 2017)
  4. Consumer Behaviour and Marketing Action, assael,Henry, South -Western; 6th Edition (1November 2000)

E resources:

  1. EPWRF India Time Series
  2. Capitaline

Journals

  1. Journal of Organizational and Human Behaviour
  2. Consumer Behaviour

 

 

Academic Year: 
2025-2026
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