Paper Code: 
Contact Hours: 
Max. Marks: 
  • To acquaint students with consumer behaviour and its effects on the fashion market
Unit I: 
Consumer Behavior
  • Definition, need of studying consumer behavior, consumers impact on marketing strategy, marketing’s impact on consumers
  • Types of consumers
  • Consumer needs and Wants, models of Consumer Behavior
  • Understanding market segments
Unit II: 
Consumers Perception & Motivation
  • Elements, Dynamics, consumer imagery, theories
  • Motivation as a psychological force, dynamics of motivation, types and systems of needs, measurement of motives
Unit III: 
Consumer Learning, Personality and Lifestyles
  • Elements of consumer learning, behavioral learning theories, cognitive learning theory, measures of consumer learning
  • Nature, Theories of personality, Understanding consumer diversity, Brand personality, Self and self image, Virtual personality, lifestyle and psychographics, lifestyle trends
Unit IV: 
Consumer Attitude formation and change
  • Definition, structural models of attitude, attitude  formation
  • Strategies of attitude change, using attitudes to predict behaviour
  • Changing attitudes through communication
Unit V: 
Consumer Research
  • Consumer research paradigms
  • Quantitative research & qualitative research
  • The consumer research process
  • Ethics in consumer research


Essential Readings: 
  1. Solomon, Michael R., Consumer Behaviour, 7th edition, Practical Hall of India Pvt Ltd, New Delhi, 2007
  2. Schiffman, Leon G., & Kanuk, Leslie Lazar, Consumer Behaviour, 7th , 9th, and 11th edition, Pearson Education, New Delhi, 2003, 2007
  3. S. A. Chunnawalla, Consumer Behaviour, Himalaya Publishing House
  4. Loudon David L. & Della bitta, Albert J.,  4th edition, Consumer behaviour, Tata McGraw Hill. Book company
  5. Ramanuj Majumdar, Consumer Behaviour: Insights From Indian Market, PHI learning private ltd, New Delhi, 2010
  1. Gautam, Neeran & Jain, Kokil, Consumer Behaviour, Wisdom Publication, Delhi, 2008.
  2. SujaR.Nair; Consumer Behaviour in Indian Perspective; Himalaya Publication House 2011
  3. Chunawalla, S.A.; Commentary on Consumer Behaviour; Himalaya Publishing House
  4. Peter. J. Paul & Olso, C. Jerry, Consumer Behaviour & Marketing Strategy, 7th edition, Mc Grawhill , 2005
Academic Year: