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: 
  1. Schiffman, Leon G., & Kanuk, Leslie Lazar. (2003, 2007). Consumer Behaviour (7th, 9th, and 11th edition). Pearson Education, New Delhi.
  2. Chunnawalla, S. A. (2012). Consumer Behaviour. Himalaya Publishing House.
  3. Solomon, Michael R. (2007). Consumer Behaviour (7th edition). Practical Hall of India Pvt Ltd, New Delhi.
  4. Loudon, David L. & Della,Bitta, Albert J.Consumer Behaviour. (4th edition), Tata McGraw Hill. Book company
  5. Majumdar, R., (2010). Consumer Behaviour: Insights from Indian Market, (1st edition) PHI learning private ltd, New Delhi.

 

References: 
  1. Gautam, N.& Jain, K., (2008). Consumer Behaviour, Wisdom Publication, Delhi.
  2. Suja, R. Nair, (2011). Consumer Behaviour in Indian Perspective. Himalaya Publication House.
  3. Chunawalla, S.A. (2015). Commentary on Consumer Behaviour; Himalaya Publishing House.
  4. Peter. J. Paul & Olson, C. Jerry, (2010). Consumer Behaviour & Marketing Strategy, (9th edition), McGraw Hill.

 

Academic Year: 
2017-18
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