Consumer Behavior

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

Course outcomes

Learning andteaching strategies

Assessment Strategies

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

CO 163. Analyse the consumer behavior theories and apply them to practical advertising problems

Approach in teaching: Interactive Lectures,Group Discussion, Tutorials, Case Study

 

Learning activitiesfor the students: Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation

CO 164. Evaluate      and                           understand various concepts of CB

 

CO 165. Evaluate    the   major factors influencing CB

 

CO 166. Compare the social and ethical implications

 

CO 167. Compare the internal dynamics such as personality, perception, learning motivation andattitude to the choices consumers make.

 

CO 168. 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: 

• 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

References: 

• 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)

E resources
• EPWRF India Time Series
• Capitaline

Journals
• Journal of Organizational and Human Behaviour
• Consumer Behaviour

Academic Year: 
2022-2023
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