Consumer Behaviour (Theory)

Paper Code: 
FSD 223
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

  1. To acquaint students with consumer behavior and its effects on the fashion market
  2. To analyze dimensions that influence consumer decision making.
  3. To give a perspective to understand the application of market research in framing effective marketing strategies

Course Outcomes (COs):

Courses

Learning outcomes (at course level)

Learning

and teaching

strategies

Assessment Strategies

Course Code

Course Title

 

FSD 223

 

Consumer Behaviour (Theory)

The students will be able to –

CO 55Demonstrate knowledge of consumer behaviour for Marketing

CO 56Learn psychological theories relevant for understanding consumer behaviour.

CO 57Complythekey concepts of learning, personality and theories of learning

CO 58Identify and explain factor which influence consumers behaviour

CO 59Interpret the importance of consumer attitude formation

CO 60Elaborate 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, and 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.

 

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.
  • 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.

 

References: 

E-Resources:

 

Academic Year: 
2022-23
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