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CONSUMER BEHAVIOUR [1]

Paper Code: 
MRM 226
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Outcomes (COs):

 

 

Course Outcomes

Learning and teaching strategies

Assessment Strategies

 

 

The student will be able to-

CO83:Understand consumer behaviour in an informed and systematic way.

CO84:Analyse personal, socio-cultural, and environmental dimensions that influence consumer decisions making.

CO85:Relate internal dynamics such as personality, perception, learning motivation and attitude to the choices consumers make.

CO86:Establish the relevance of consumer behaviour models and concepts to marketing decisions

CO87:Application of knowledge of consumer behaviour to retail sector.

CO88:Apply the models for suitable fit

Approach in teaching:

Interactive Lectures, Group Discussion, Tutorials, Case Study

 

Learning activities for the students:

Self-learning assignments, presentations

Class test, Semester end examinations, Quiz, Assignments, Presentation
 
12.00

Introduction: Conceptual Framework, Significance, Evolution of consumer behavior, concept of consumer research, qualitative and quantitative research, steps in consumer research process

12.00

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

12.00

Individual determinants of consumer behavior: consumer perception, learning, attitudes, motivation and personality, psychographics, values and lifestyles

12.00

Models of consumer behavior: Nicosia, Howard and Sheth, Engel-Blackwell-Miniard

12.00

Retailing and consumer behavior: Profile of Indian consumer, influence of situational variables on shopping behavior, consumer image of a retail store

Essential Readings: 

• Schiffman and Kanuck, Consumer Behaviour, PHI

References: 

Suggested Reading:
• Loudon and Della Bitta, Consumer Behavior: Concepts and Applications, Tata Mc Graw Hill
• Suja R. Nair- Consumer Behaviour in Indian Perspective, Himalaya Publishing House
• Chunawalla, S.A. Commentary on Consumer Behaviour, Himalaya Publishing House

E Resources:
• Consumer Behavior: Global Edition, Pearson Education (Thinktank), ProQuest Ebook Central, IISuniversity2020
Journals:
• Consumer Behaviour
• Journal of Marketing
• Marketing Management
• Marketing Research

Academic Year: 
2022-2023 [2]

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Source URL: https://www.management.iisuniv.ac.in/courses/subjects/consumer-behaviour-17

Links:
[1] https://www.management.iisuniv.ac.in/courses/subjects/consumer-behaviour-17
[2] https://www.management.iisuniv.ac.in/academic-year/2022-2023