CONSUMER BEHAVIOUR

Paper Code: 
24MRM323
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

The course will enable students to learn about various facets of consumer behaviour

Course Outcomes: 

Course

Learning Outcomes

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

24MRM323

CONSUMER BEHAVIOUR

(Theory)

 

CO247: Understand consumer behaviour in an informed and systematic way.

CO248: Analyse personal, socio-cultural, and environmental dimensions that influence consumer decisions making.

CO249: Relate internal dynamics such as personality, perception, learning motivation and attitude to the choices consumers make.

CO250: Establish the relevance of consumer behaviour models and concepts to marketing decisions

CO251: Establish the relevance of consumer behaviour models and concepts to marketing decisions

CO252: Contribute effectively in course-specific interaction

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

 

12.00
Unit I: 
Introduction

Conceptual Framework, Significance, Evolution of consumer behavior, concept of consumer research, qualitative and quantitative research, steps in consumer research process

 

12.00
Unit II: 
Consumer buying process

consumer decision making process, types of consumer buying behavior, environmental influences on consumer behavior- cultural influences- social class, reference groups and family influences- opinion leadership and personal influences, diffusion of innovations, adoption process

 

12.00
Unit III: 
Individual determinants of consumer behavior

consumer perception, learning, attitudes, motivation and personality, psychographics, values and lifestyles

 

12.00
Unit IV: 
Models of consumer behavior

Nicosia, Howard and Sheth, Engel- Blackwell-Miniard

 

12.00
Unit V: 
Retailing and consumer behavior

Profile of Indian consumer, influence of situational variables on shopping behavior, consumer image of a retail store

Essential Readings: 
  • Schiffman and Kanuck, Consumer Behaviour, PHI

 

References: 

Suggested Reading:

  • Loudon and Della Bitta, Consumer Behavior: Concepts and Applications, Tata Mc Graw Hill
  • Suja R. Nair- Consumer Behaviour in Indian Perspective, Himalaya Publishing House
  • Chunawalla, S.A. Commentary on Consumer Behaviour, Himalaya Publishing House

 

E Resources:

  • Consumer Behavior: Global Edition, Pearson Education (Thinktank), ProQuest Ebook Central, IISuniversity2020

 

Journals:

  • Consumer Behaviour
  • Journal of Marketing
  • Marketing Management
  • Marketing Research

 

Academic Year: 
2024-2025
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