CONSUMER BEHAVIOUR (THEORY)

Paper Code: 
FSD-223
Credits: 
04
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 
  • To acquaint students with consumer behaviour and its effects on the fashion market.

Course Outcomes (COs):

Courses

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

 

 

 

 

 

 

FSD 223

 

 

 

 

 

 

 

Consumer Behaviour

(Theory)

 

 

The students will be able to –

 

 

CO 39 Demonstrate knowledge of consumer behaviour for Marketing

CO 40 Learn psychological theories relevant for understanding consumer behaviour.

CO 41 Learn key concepts of learning, personality and theories of learning

CO 42 Identify and explain factor which influence consumers behaviour

CO 43 Elaborate the concept of Consumer research and differentiate it with the other kinds of research

Approach in teaching :

Interactive Lectures, Group Discussions, Power point presentations, Video Tutorials, Guest lectures by industry experts, Industry Visits

 

Learning Activities for the students: Self-learning assignments, Effective questions, presentation, case studies.

Assessment task will include test on the topic, Semester end examinations, quiz, advertisement analysis, personality mapping exercise, consumer research reports, student’s presentations, and assignments.

 

 

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
References: 
  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: 
2019-20
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