Paper has been designed such that it acquaints the students with the various stages that a consumer goes through before purchasing any product or service.
Introduction: Conceptual Framework, Significance, Evolution of consumer behavior, concept of consumer research, qualitative and quantitative research, steps in consumer research process
Consumer buying process: consumer decision making process, types of consumer buying behavior, environmental influences on consumer behavior- cultural influences- social class, reference groups and family influences- opinion leadership and personal influences, diffusion of innovations, adoption process
Individual determinants of consumer behavior: consumer perception, learning, attitudes, motivation and personality, psychographics, values and lifestyles
Models of consumer behavior: Nicosia, Howard and Sheth, Engel-Blackwell-Miniard
Retailing and consumer behavior: Profile of Indian consumer, influence of situational variables on shopping behavior, consumer image of a retail store
Case studies related to entire topics are to be taught.
1. Essential Readings
• Schiffman and Kanuck, Consumer Behaviour, PHI
• Loudon and Della Bitta, Consumer Behavior: Concepts and Applications, Tata Mc Graw Hill
2. Reference Books
• Suja R. Nair- Consumer Behaviour in Indian Perspective, Himalaya Publishing House
• Chunawalla, S.A. Commentary on Consumer Behaviour, Himalaya Publishing House
Links:
[1] https://www.management.iisuniv.ac.in/courses/subjects/consumer-behaviour-6
[2] https://www.management.iisuniv.ac.in/academic-year/2019-2020