Consumer Behaviour (Theory)

Paper Code: 
25FSD223
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course aims to acquaint students with consumer behavior and its effects on the fashion market, analyze the dimensions influencing consumer decision-making, and provide perspective on applying market research to frame effective marketing strategies.

Course Outcomes: 

CO 52 Analyze knowledge of consumer behaviour for Marketing

CO 53 Choose psychological theories relevant for understanding consumer’s perception and motivation

CO 54 Develop an understanding of the key concepts of learning, personality and lifestyles.

CO 55 Explain consumer attitude formation and change in consumer behaviour.

CO 56 Elaborate the concept of Consumer research and differentiate it with the other kinds of research

CO 57 Contribute effectively in course-specific interaction

 

12.00
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

 

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
  • 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
12.00
Unit IV: 
Consumer Attitude formation and change
  • Definition, structural models of attitude, attitude formation
  • Strategies of attitude change, 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.
  • Chunawalla, 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, Itta, Albert Consumer Behaviour. (4thedition), Tata McGraw Hill. Book company
  • Majumdar, R., (2010). Consumer Behaviour: Insights from Indian Market, (1st edition) PHI learning private ltd, New Delhi.
  • Gautam, N.& Jain, K., (2008). Consumer Behaviour, Wisdom Publication, Delhi.
References: 

Suggested Readings:

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

E-Resources:

  1. https://research-methodology.net/consumer-motivation-personality-and-perception/
  2. https://theintactone.com/2018/07/06/cb-u2-topic-6-consumer-attitudes-for....

Suggested Journals:

  1. http://www.sapub.org/journal/archive.aspx?journalid=1107&issueid=1381
  2. http://internationaljournals.org.in/fashion-technology/
  3. https://www.emerald.com/products/journals/journals.htm

 

Academic Year: 
2025-26
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