Consumer Behaviour

Paper Code: 
MAM 421
Credits: 
4
Contact Hours: 
60.00
Objective: 

To develop a comprehensive picture of the consumer psychology in order to explain consumer motivation, learning, personality, perception, and attitude formation

12.00
Unit I: 
Introduction to Consumer Behavior

Consumer Behaviour Strategic Applications, Key Determinants of Buyer Behaviour, Family Influences and Group Influences, Cultural Influences

12.00
Unit II: 
Understanding Buyer Behaviour

Consumer Motivation, Perception and Personality, Formation and Modification of consumer attitudes.

12.00
Unit III: 
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.

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

Concept of digital consumers, Types of digital consumers, paradigm shift in the behavior of digital consumers, New trends in digital marketing

Essential Readings: 

• 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

Academic Year: 
2019-2020
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