CONSUMER BEHAVIOUR

CONSUMER BEHAVIOUR [1]

Paper Code:

MFT-223

Credits:

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:

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:

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