CONSUMER BEHAVIOUR

Paper Code: 
25MAM422
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

25MAM422

Consumer Behaviour (Theory)

CO571: Analyse consumer behaviour and its strategic applications, by identifying key determinants

CO572:     Examine         consumer motivation,                  perception,     and personality.

CO573: Assess the stages of consumer decision-making and compare it to organizational buying behaviour .

CO574: Compare traditional and contemporary models of consumer behaviour

CO575: Explore the detailed Digital Marketing Consumer behavior. CO576: 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

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 topics are to be taught. 

Essential Readings: 
  • MajumdarRamanuj, Consumer Behaviour: Insights from Indian Market, PHILearning Pvt.Ltd.,2013.
  • Satish K Batra & SHH Kazmi, Consumer Behaviour Text and cases, Second Edition, ExcelBooks 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

 

References: 

Suggested readings:

·           Engel James F, Blackwell Roger and Miniard P. W: Consumer Behaviour; Thomson SouthWestern, 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 (1November 2000)

 

E resources:

·           EPWRF India Time Series

·           Capitaline

Journals

·           Journal of Organizational and Human Behaviour

Consumer Behaviour

Academic Year: 
2025-2026
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