Core Subject

Consumer Behavior

Course Credits 4 Course Evaluation 100 Marks Instruction Hours 40

Course Objectives:

The course of Consumer behavior equips students with the basic knowledge about the issues and
dimensions of consumer behavior and with the skill and ability to analyze consumer information and
develop consumer behavior oriented marketing strategies.

Learning Outcomes:

1. Examine the role of consumer behavior in making marketing decisions.

2. Analyze how a person’s characteristics (e.g., personality, self-concept, attitude motivation) influence
the consumption process.

3. Analyze how a person’s own environment affects consumption decisions

Unit: 01 Understanding Consumer Behavior [7 Hours]

Nature, scope & Importance of consumer behavior in marketing decisions, types of buying behavior,
Consumer research, factors affecting consumer decision making, Individual buyers v/s Organizations as
buyer.

Unit: 02 Internal Influences on Consumer Behavior [13 Hours]

Consumer needs and Motivation, Maslow’s Hierarchy of needs, Perceptual Process, selection,
organization & interpretation, Personality & Consumer Behavior, Self-concept and Lifestyle, Consumer
Learning, Consumer Attitude, functions performed by attitudes, models of attitude.

Unit: 03 Group Dynamics & consumer reference groups [13 Hours]

Different types of reference groups, factors affecting reference group influence, Family & Consumer
Behavior, family life cycle, Culture, sub culture and social Class, Opinion Leadership

Unit: 04 Consumer behavior models [7 Hours]

Nicosia model, Howard-Sheth Model, Engel Blackwell Kollat model, India’s Consumer class

Learning Resources

1. Leon G.Schiffman & Leslie L.Kanuk(2010), Consumer Behaviour, Pearson Education

2. Loudon, Della Bitta (2002), Consumer Behavior, McGraw Hill

3. Hawkins, Delbert I., Mothersbaugh, David, Mookerjee A (2010), Consumer behavior, McGraw Hill

4. Kazmi, Akhtar (2013), Consumer behavior, Excel Books