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Consumer Behavior
Understanding consumer behaviour is the key to becoming effective marketing manager. This paper equips the students with the knowledge of psychological aspect of a consumer and helps one understand why a consumer behave in a particular manner.
Consumer behaviour: Concepts, consumer research-Quantitative research, Qualitative research, consumer research process, consumer decision making model, types of consumer decision making (Extensive problem solving, Limited problem solving, Routinized problem solving) Market segmentation: Meaning, bases, criterion for effective segmentation, concentrated vs. differentiated segmentation, countersegmentation, patterns of market segmentation (Market specialization, Product specialization, Selective specialization, Segment specialization, Full market coverage)
Consumer motivation: Meaning, types of motivation, hierarchy of needs, rational vs. emotional motives. Consumer perception: Meaning, absolute threshold, differential threshold, subliminal perception, perceptual selection, perceptual organization, perceptual interpretation, product positioning, product repositioning, positioning of services, perceived price, perceived quality, price/quality relationship, retail store image, manufacturer’s image.
Consumer learning: Elements of consumer learning, theories of learning (Classical conditioning, Instrumental conditioning), measures of consumer learning (recognition and recall measures) Reference groups and family influences: Meaning, types of reference groups, family life cycle (Traditional, Non-traditional), relationship between family life cycle and consumer behavior.
Social class: Meaning, social class categories, measurement of social class, (subjective, reputational, objective measures), social class mobility, applications of social class behavior pattern on consumer behavior.
Influence of culture: Culture-Meaning, characteristics, enculturation and acculturation, measurement of culture, cultural relevance to marketing decisions, subculture, nationality subculture, religious subculture, geographic and regional subculture, racial subcultures, age subcultures, gender as subculture.
1. Schiffman, Leon G. and Kanuk, Leslie Lazar, Consumer behavior, Pearson Education, New Delhi, 2007, 9th ed. 2. Loudon, David L. and Bitta, Albert J. Della, Consumer behavior, Tata McGraw-Hill Publishing Company Ltd., New Delhi, 2002, 4th ed.
1. Solomon, Michael R., Consumer behavior Buying, Having and Being, Pearson Education, Delhi, 2003, 5th ed. 2. Chunawalla, S.A., Commentary on Consumer behaviour, Himalaya Publishing House, Mumbai, 2005, 2nd ed.
