Consumer Behavior

Paper Code: 
MAM 422
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course outcomes

Learning and teaching

strategies

Assessment

Strategies

On completion of this course, the students will be able to;

CO 1: Analyse the consumer behavior theories and apply them to practical advertising problems

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

CO 2:  Evaluate                              and                              understand various concepts of CB

 

CO 3:  Evaluate                            the                            major factors influencing CB

 

CO 4: Compare the social and ethical implications

 

CO 5: Compare the internal dynamics such as personality, perception, learning motivation and attitude to the choices consumers make.

 

CO 6: Analyse and compare the relevance of consumer behaviour theories and concepts to marketing decisions.

 

 

12.00
Unit I: 

Introduction to Consumer Behavior

Introduction to Consumer Behavior: Consumer Behavior Strategic Applications, Key Determinants of Buyer Behavior, Family Influences and Group Influences, Cultural Influences

 

 

12.00
Unit II: 

Understanding Buyer Behavior

Understanding Buyer Behavior: Consumer Motivation, Perception and Personality, Formation and Modification of consumer attitudes

 

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

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 topicSs are to be taught.

 

 

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

 

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

 

References: 
E resources:
  • EPWRF India Time Series
  • Capitaline

 

Journals
  • Journal of Organizational and Human Behaviour
  • Consumer Behaviour

 

Academic Year: 
2023-2024
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