CONSUMER BEHAVIOR (ELECTIVE)

Paper Code: 
FSD 144 O
Credits: 
04
Contact Hours: 
4.00
Max. Marks: 
100.00
Objective: 
  • To interpret the concept of consumer behaviour and consumer research process.
  • To evaluate the factors affecting consumer behaviour, motivation and personality.
  • To analyze the consumer decision process.
  • To assess the impact of consumer attitude and diffusion of innovation
  • To impart the basic knowledge of consumer ethics and applications.

 

12.00
Unit I: 
Consumer & Consumer Behavior
  • Definition of consumer and types of consumers
  • Impact of consumers on marketing strategies, Importance of consumer research
  • Consumer research process
  • Exploring consumer needs and wants,
  • Scope of consumer behaviour, Influence of marketing on consumer behaviour
  • Managerial v/s holistic perspective on consumer behavior
  • Models of consumer behaviour
  • Trends in consumer behaviour
  • Consumer behavior in digital era
12.00
Unit II: 
Factors influencing Consumer Behaviour
  • External Influences: Culture, Sub Culture, Social Class, Reference Groups, Family
  • Internal Influences: Needs & Motivations, Perception, Personality, Lifestyle, Values, Learning, Memory, Beliefs & Attitudes.
  • Consumer Motivation: Needs, Goals, Motive arousal, Maslow’s Hierarchy of Needs, Freud’s Theory of Motivation
  • Consumer Personality – Self-concept theory, Psychoanalytic Theory, Neo-Freudian Theory, Trait Theory
12.00
Unit III: 
Consumer Decision
  • Meaning, Different view of consumer decision making, Buying motives
  • Types of decision making processes in buying
  • Consumer Information processing
  • Model of consumer decision making
  • Individual & environmental factors influencing purchase decision
  • Psychological aspects of online retailing
  • Online decision
  • Decision making process: Pre purchase, Purchase, Post pu
12.00
Unit IV: 
Consumer Attitude & diffusion of innovation
  • Definition, significance & nature of consumer attitudes
  • Relation between attitude & behavior, attitude measurement, attitude change
  • Models of attitude
  • Factors involved in attitude formation: beliefs, feelings, and behavioral intentions
  • Strategies for changing consumer attitudes: persuasive communication, conditioning, and social influence
  • Using attitudes to predict consumer behavior
  • Techniques for changing attitudes through communication
  • Meaning and definition of diffusion of innovations, diffusion process, adoption process

 

12.00
Unit V: 
Ethics & Application
  • Consumerism in India, Indian Consumer, Reason behind rise of Consumerism, Benefits of Consumerism, Government measures, Consumer rights and awareness, Consumer protection act
  • Concept of market and segment, understanding and targeting consumer groups, Benefits of market segmentation, criteria for selecting a market segment, bases for segmenting consumer markets
Essential Readings: 
  1. Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2006). Consumer behaviour. Cengage Learning India Private Limited.
  2. Kumar, S. R. (2017). Consumer behaviour in Indian context. Pearson Publication.
  3. Nair, S. R. (2016). Consumer behaviour and marketing research (Text with Cases). Himalaya Publishing House.
  4. Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer behaviour. Prentice Hall.

 

Academic Year: 
2024-25
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