CONSUMER BEHAVIOUR

Course Code: MBA 376 Credit Units: 03

Course Objective:
To identify and understand the consumers behaviour both household market and business market. It makes a connection between customer
behaviour principles and the elements of marketing strategy. Allowing the students to see how an understanding of customer behaviour is
crucial to successful marketing programs.

Course Contents:
Module I
Consumer demographics, consumer life styles. Retailing implications of consumer demographics and lifestyle. Consumer profiles. Lifestyle
marketing. Environmental factors affecting consumers.

Module II
Consumer as an Individual, Motivation, Needs, Goals, Personality, Self and Self Images, Perception, Imagery, Learning, Cues, Response,
Reinforcement, Behavioural Learning and Cognitive Learning Theory, Brand Loyalty.

Module III
Attitude, Attitude Formation and Change. Shopping attitudes and behaviour, where people shop. Consumer Buying Decision Process, types
of consumer decision making. Impulse purchases and customer loyalty.

Module IV
Group Dynamics and Reference Groups, Family Decision Making, Social Class, Culture, Subculture

Module V
Opinion Leadership Process, Diffusions of Innovations, Adoption Process.

Examination Scheme:

Components C A CT EE
Weightage (%) 10 5 15 70

Text & References:

Text:
• Schiffman and Kanuk, Consumer Behaviour, PHI publications 7th edition.
References:
• London & Bitta, Consumer Behaviour
• Soloman, Consumer Behaviour