Coming soon
Consumer Behavior
Course Objectives:
- To develop a comprehensive picture of the consumer psychology in order to explain consumer motivation, learning, personality, perception, and attitude formation.
Course Outcomes (COs):
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Course |
Course outcome (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Paper Code-
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Paper Title
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CO 136.Apply consumer behavior theories to practical advertising problems CO 137.Develop an integrated understanding of various concepts of CB CO 138.Identify the major factors influencing CB CO 139.Recognise social and ethical implications CO 140.Relate internal dynamics such as personality, perception, learning motivation and attitude to the choices consumers make. |
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 |
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MAM 422 |
Consumer Behavior |
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Introduction to Consumer Behavior: Consumer Behaviour Strategic Applications, Key Determinants of Buyer Behaviour, Family Influences and Group Influences, Cultural Influences
Understanding Buyer Behaviour: Consumer Motivation, Perception and Personality, Formation and Modification of consumer attitudes
Consumer Decision Making Process: Consumer Decision Process- Problem Recognition, Information Search, Evaluation of Alternatives and purchase, post-purchase process.
Organizational buying behaviour and consumerism: Influences on organizational buying Behaviour& organizational Buying Behavior Process
Models of Consumer Behavior: Traditional models, contemporary models- Nicosia model, Howard Sheth model, Engel-Blackwell-Miniard model
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
• MajumdarRamanuj, Consumer Behaviour: Insights from Indian Market, PHI Learning Pvt. Ltd.,2013.
• Engel James F, Blackwell Roger and Miniard P. W: Consumer Behaviour; Thomson South Western, 2005.
• Satish K Batra& SHH Kazmi, Consumer Behaviour Text and cases, Second Edition, Excel Books 2008
• Loudon & Della Bitta: Consumer Behavior (fourth Edition); Tata McGraw-Hill Publishing Company Limited, New Delhi, 2002.
• 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
