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  • Sylabus of Consumer Behviour

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    This document provides an overview of the course content for Consumer Buying Behavior. [1] It will examine the diversity of consumer behavior and its role in marketing strategy. [2] Key individual aspects that will be analyzed include perception, learning, motivation, attitudes, and personality. [3] External influences such as social groups, culture, and family will also be evaluated.

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    This document provides an overview of the course content for Consumer Buying Behavior. [1] It will examine the diversity of consumer behavior and its role in marketing strategy. [2] Key individual aspects that will be analyzed include perception, learning, motivation, attitudes, and personality. [3] External influences such as social groups, culture, and family will also be evaluated.

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    24 views2 pages

    Sylabus of Consumer Behviour

    Uploaded by

    tumseh
    This document provides an overview of the course content for Consumer Buying Behavior. [1] It will examine the diversity of consumer behavior and its role in marketing strategy. [2] Key individual aspects that will be analyzed include perception, learning, motivation, attitudes, and personality. [3] External influences such as social groups, culture, and family will also be evaluated.

    Copyright:

    Attribution Non-Commercial (BY-NC)
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    of 2

    3.1.3A.

    Consumer Buying Behavior 50 marks


     

     
    Course Content
     

    1.   Diversity of consumer behavior; Role of consumer behavior in marketing strategy.

    2.   Individual aspects of consumer behavior: Perception, Learning & Information

    processing,

    3.   Motivation and involvement, Attitudes and Personality.

    4. External influences: Group behavior; Social class; Opinion leaders; Reference groups

    5. Role of Culture and subcultures; Family;

    6. Consumer decision process: Problem recognition; Search and evaluation of alternatives;

    Purchase process; Post purchase behavior and cognitive dissonance.

    7. Consumer adoption process and diffusion of innovation; Situational influences.

    8. Organization buying process: Roles of buying centers/ Decision making units.

    9. Application of consumer behavior studies in  Consumerism in India and global markets.

    Reference Text

    1.      Consumer Behavior  Schiffman & Kanuk   6th edition Prentice Hall India

    2.      Consumer Behavior  Loudon & Della Bitta   4th edition Tata McGraw Hill

    3.      Consumer Behavior building marketing strategy: Hawkins Best & Coney 7TH

    edition McGraw Hill International edition

    4.      Consumer Behavior in Marketing strategy : Howard Prentice Hall International

    5.      Consumer behavior , a strategic approach -Hendry Assael   - Biztantra


    6. M.S. Raja & Dominique Xardel: Consumer Behavior, Concepts, Application & Cases

    (Vikas)

    7. Satish Batra & S. H. H. Kazmi: Consumer Behavior Text & Cases (Excel)

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