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CONSUMER BEHAVIOUR (THEORY)
Paper Code:
MFT-223
Credits:
04
Contact Hours:
60.00
Max. Marks:
100.00
Objective:
- To acquaint students with consumer behavior and its effects on the fashion market
- To analyze dimensions that influence consumer decision making.
- To give a perspective to understand the application of market research in framing effective marketing strategies
12.00
Unit I:
Introduction to 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
12.00
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
12.00
Unit III:
Consumer Learning, Personality and Lifestyles
- Learning: Elements of consumer learning, behavioral learning theories, cognitive learning theory, measures of consumer learning.
- Personality and lifestyles-Nature, Theories of personality, Understanding consumer diversity, Brand personality, Self and self image, Virtual personality, lifestyle and psychographics, lifestyle trends
12.00
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
12.00
Unit V:
Consumer Research
- Consumer research paradigms
- Quantitative research & qualitative research
- The consumer research process
- Ethics in consumer research.
Essential Readings:
- Schiffman, Leon G., & Kanuk, Leslie Lazar. (2003, 2007). Consumer Behaviour (7th, 9th, and 11th edition). Pearson Education, New Delhi.
- Chunnawalla, S. A. (2012). Consumer Behaviour. Himalaya Publishing House.
- Solomon, Michael R. (2007). Consumer Behaviour (7th edition). Practical Hall of India Pvt Ltd, New Delhi.
- Loudon, David L. & Della,Bitta, Albert J.Consumer Behaviour. (4th edition), Tata McGraw Hill. Book company
- Majumdar, R., (2010). Consumer Behaviour: Insights from Indian Market, (1st edition) PHI learning private ltd, New Delhi.
References:
- Gautam, N.& Jain, K., (2008). Consumer Behaviour, Wisdom Publication, Delhi.
- Suja, R. Nair, (2011). Consumer Behaviour in Indian Perspective. Himalaya Publication House.
- Chunawalla, S.A. (2015). Commentary on Consumer Behaviour; Himalaya Publishing House.
- Peter. J. Paul & Olson, C. Jerry, (2010). Consumer Behaviour & Marketing Strategy, (9th edition), McGraw Hill.
Academic Year:
