Coming soon
CONSUMER BEHAVIOUR
Paper Code:
MFT-223
Credits:
4
Contact Hours:
60.00
Max. Marks:
100.00
Objective:
To acquaint students with consumer behavior and its effects on the fashion market.
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
- Consumers Perception: Elements, Dynamics, consumer imagery, theories
- Motivation: Motivation as a psychological force, dynamics of motivation, types and systems of needs, measurement of motives.
- 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
Unit IV:
Attitude and attitude change:
- Definition, structural models of attitude, attitude formation, strategies of attitude change, using attitudes to predict behavior, changing attitudes through communication
Unit V:
Consumer research:
Consumer research paradigms, quantitative research, qualitative research, the consumer research process, ethics in consumer
Essential Readings:
- Michael R. Solomon, Consumer Behaviour, Pearson Education
- Leon G. Schiffman, Leslie Lazar Kanuk, Consumer Behaviour, Pearson Education
- S. A. Chunnawalla, Consumer Behaviour, Himalaya Publishing House
- David L.Loudon & Albert T. Della bitta, Consumer behaviou, Tata McGraw Hill.
References:
- Neeran Gautam, Kokil Jain, Consumer Behaviour, Wisdom Publication
- Ramesh Kumar, Consumer Behaviour; Pearson Education
- Suja R.Nair; Consumer Behaviour in Indian Perspective; Himalaya Publication House
- Subhash Menia; Consumer Behaviour ; Tata McGraw Hill
- Chunawalla, S.A.; Commentary on Consumer Behaviour; Himalaya Publishing House.
Academic Year:
